Impact of green marketing, greenwashing and green confusion on green brand equity [PDF]
Spanish Journal of Marketing-ESIC, 2023 Purpose – This study aims to examine the negative effects of excessive product packaging (EPP), greenwashing and green confusion on green brand equity (GBE).
Abdul Qayyum +2 more
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The factors affecting the green brand equity of electronic products: Green marketing
Cogent Business & Management, 2015 This study is intentionally functional, and, from the data collection aspect, is a descriptive survey. The statistical data for the present study includes low-power electronic and electric products in Guilan Province. A total of 384 consumers were chosen
Narges Delafrooz, Armin Goli
doaj +4 more sources
Optimizing Green Brand Equity: The Integrated Branding and Behavioral Perspectives [PDF]
SAGE Open, 2021 A compelling question that constantly arises in our society today is “How do we build a healthy brand that is closely associated with environmental activities?” Enhancing green brand equity is among the answers.
Minh-Tri Ha
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Investigating green brand equity and its driving forces [PDF]
Management Science Letters, 2020 Green brand equity becomes increasingly important in green marketing. Increased green brand equity may promote customer’s purchasing behavior. This paper investigates the relationship between green brand equity and its driving forces, namely, green trust,
Minh Tri Ha
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ANALISIS EKUITAS MEREK MINUMAN TEH HIJAU DALAM KEMASAN SIAP MINUM NU GREEN TEA TERHADAP FRESTEA GREEN DAN JOYTEA GREEN DI KOTA BENGKULU [PDF]
Jurnal Agrisep, 2013 The research was conducted during April to June 2012. Primary and secondary data were used in this research. The primary data related to respondent demography and brand equity.
Burenida Sartika +2 more
doaj +2 more sources
Greenwash and green brand equity: The mediating role of green brand image, green satisfaction, and green trust, and the moderating role of green concern. [PDF]
PLoS One, 2022 This study explores whether and, if so, how efficiently consumers’ greenwashing (GW) influences green brand equity (GBE) by integrating the mediation role of green brand image (GBI), green satisfaction (GSA), and green trust (GTR) and the moderating role of green concern (GC), using the legitimacy and signaling theories.
Ha MT.
europepmc +3 more sources
PERAN GREEN TRUST MEMEDIASI PENGARUH GREEN BRAND IMAGE TERHADAP GREEN BRAND EQUITY PRODUK BALI RATIH
E-Jurnal Manajemen, 2020 Brand equity merupakan penambahan nilai padanama merek sebuah produk. Suatu brand dengan ekuitasyang tinggi maka brand tersebut akan memiliki daya saing yang kuat di pasaran, sehingga perusahaan menggangap bahwa ekuitas adalah aspek penting dalam sebuah ...
Made Surya Winangun, Nyoman Nurcaya
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Investigating the Impact of Green Brand Equity on Brand Loyalty: The Mediating Roles of Green brand attachment, Green Trust, Green brand attitude, and Green brand image [PDF]
Maǧallaẗ Al-Buḥūṯ Al-Mālīyyaẗ wa Al-TiğāriyyaẗDue to growing awareness towards the issues of environment and consumers need for friendly goods with environment, firms are changing their management to green brand equity.
تامر سيد كامل خليفة +2 more
doaj +2 more sources
Celebrity Endorsement, Brand Equity, and Green Cosmetics Purchase Intention Among Chinese Youth
Frontiers in Psychology, 2022 The study examined the effect of celebrity attractiveness, celebrity trustworthiness, and celebrity cause fit on the attitude toward green cosmetics. This was followed by the effect of brand awareness, brand associations, brand loyalty, perceived quality,
Zhai Lili +5 more
doaj +3 more sources
Effect of Utilitarian Benefit on Green Brand Equity with Green Brand Image
Jurnal Manajemen, 2019 The concept of Green Brand Equity (GBE) is a benchmark in determining the degree of value accumulated by green brands based on the function of green products.
Ian Nurpatria Suryawan
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