We aim for a deeper understanding of how the theory of green brand extension is effectively used in brand management practice. Therefore, we conducted three consecutive studies to unfold corporate activities as well as consumer perceptions.(1) Employing a qualitative content analysis, we explore and explicate characteristics of 37 green brand extensions. (2) We discuss green brand extensions in four focus groups and categorize facets of consumer skepticism. (3) To deepen and triangulate the findings, we conduct 50 interviews with consumers with a wide range of environmental involvement. Our theoretical sampling offers rich insights into perspectives of consumers, however, limited to personal reflections on a subset of brands in the German FMCG market. First, we unveil three characteristics of green brand extensions, based on their benefits and beneficiaries. Moreover, we emphasize that in contrast to the original brand extension theory, the main image transfer is intended to focus on reverse greening effects. Second, we note that consumer responses reflect various categories of skepticism around FMCG giants as originators of such extensions as well as their underlying intentions. In addition, we interpret different effects of ecolabeling linked to its sender. Third, we empirically demonstrate that consumers with a higher environmental involvement can be expected to scrutinize green brand extensions more critically. Moreover, we describe consumer perceptions and evaluations linked to brand loyalty and brand knowledge.
Recent studies have correlated kinetic energy (KE) and viscous dissipation rate (VDR) in the left ventricle (LV) with heart health. These studies have relied on 4D-flow imaging or computational fluid dynamics modeling, which are able to measure, or compute, all 3 components (3C) of the blood flow velocity in 3 dimensional (3D) space. This richness of data is difficult to acquire clinically. Alternatively, color Doppler echocardiography (CDE) is more widespread clinically, but only measures a single radial component of velocity and typically only over a planar section. Because of this limitation, prior CDE-based studies have first reconstructed a second component of velocity in the measurement plane prior to evaluating VDR or KE. Herein, we propose 1C-based surrogates of KE and VDR that can be derived directly from the radial component of the flow velocity in the LV. Our results demonstrate that the proposed 1C-based surrogates of KE and VDR are generally as well-correlated with the true KE and VDR values as surrogates that use reconstructed 2C flow data. Moreover, the correlation of these 1C-based surrogates with the true values indicate that CDE (3D in particular) may be useful in evaluating these metrics in practice.
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