title: Branding water.
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 - specifically recycled water, desalinated water, tap water and rainwater from personal rainwater tanks - 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.
authors.affiliation: The University of Queensland, Brisbane, Australia. Electronic address: s.dolnicar@uq.edu.au.
authors.forename: Sara
authors.initials: S
authors.lastname: Dolnicar
authors.affiliation: The University of Melbourne, Melbourne, Australia. Electronic address: anna.hurlimann@unimelb.edu.au.
authors.forename: Anna
authors.initials: A
authors.lastname: Hurlimann
authors.affiliation: Johannes Kepler Universität Linz, Linz, Austria. Electronic address: Bettina.Gruen@jku.at.
authors.forename: Bettina
authors.initials: B
authors.lastname: Grün
mesh_terms: D001315:Australia; D003132:Commerce; D003142:Communication; D060766:Drinking Water; D006801:Humans; D011639:Public Opinion; D059027:Recycling; D040241:Social Marketing; D014881:Water Supply
chemical_list: D060766:Drinking Water
keywords: Attitudes towards water; Branding water; Communicating about water; Perceptions of water; Positioning water; Public acceptance
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