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
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
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
doaj +2 more sources
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
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
doaj +3 more sources
Sustainability, 2023 Green marketing has been a growing trend in recent years as companies aim to align their business practices with environmental sustainability. This research aimed to examine the impact of green marketing strategies—including green advertisement, brand loyalty, equity, and innovativeness—to enhance consumer repurchase intention while also investigating ...
Mladen Pancic, Hrvoje Serdarusic
exaly +2 more sources
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
doaj +2 more sources
Leveraging green brand equity for organic food brands: the multifaceted role of green satisfaction
Cogent Business & ManagementPropositions in favor of biophysical environmental sustainability have proliferated governance, business and academic debates globally. Initiatives promoting consumer health and environmental preservation have been epitomised through production and ...
Phillip Dangaiso
doaj +3 more sources
Sustainability, 2022 This study examines the effect of green practices on green brand equity, and it looks at the impact of green brand attachment and green skepticism as mediating variables on these relationships. We employed a dataset of 454 consumers from international fast-food restaurants.
Syed Abdul Rehman Khan +2 more
exaly +2 more sources