Branding Water

Dolnicar, Sara, Hurlimann, Anna and Grünc, Bettina (2014) Branding Water. Water Research, 57 15: 325-338. doi:10.1016/j.watres.2014.03.056

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Author Dolnicar, Sara
Hurlimann, Anna
Grünc, Bettina
Title Branding Water
Journal name Water Research   Check publisher's open access policy
ISSN 0043-1354
Publication date 2014-06-01
Year available 2014
Sub-type Article (original research)
DOI 10.1016/j.watres.2014.03.056
Open Access Status DOI
Volume 57
Issue 15
Start page 325
End page 338
Total pages 14
Place of publication London, United Kingdom
Publisher I W A Publishing
Language eng
Subject 2302 Ecological Modelling
2312 Water Science and Technology
2311 Waste Management and Disposal
2310 Pollution
Abstract Branding is a key strategy widely used in commercial marketing to make products more attractive to consumers. With the exception of bottled water, branding has largely not been adopted in the water context although public acceptance is critical to the implementation of water augmentation projects. Based on responses from 6247 study participants collected between 2009 and 2012, this study shows that (1) different kinds of water e specifically recycled water, desalinated water, tap water and rainwater from personal rainwater tanks e are each perceived very differently by the public, (2) external events out of the control of water managers, such as serious droughts or floods, had a minimal effect on people’s perceptions of water, (3) perceptions of water were stable over time, and (4) certain water attributes are anticipated to be more effective to use in public communication campaigns aiming at increasing public acceptance for drinking purposes. The results from this study can be used by a diverse range of water stakeholders to increase public acceptance and adoption of water from alternative sources.
Keyword Public acceptance
Branding water
Positioning water
Perceptions of water
Attitudes towards water
Communicating about water
Q-Index Code C1
Q-Index Status Confirmed Code
Grant ID DP0878338
Institutional Status UQ
Additional Notes Available online 1 April 2014

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2015 Collection
UQ Business School Publications
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Citation counts: TR Web of Science Citation Count  Cited 6 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 6 times in Scopus Article | Citations
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Created: Wed, 23 Apr 2014, 22:10:07 EST by Karen Morgan on behalf of UQ Business School