The role of perceived green marketing and brand equity on green purchasing decision
DIJB (Diponegoro International Journal of Business), 2018 The purpose of this study is to describe the role of perceived green marketing and brand equity on customers green purchasing decision in Indonesia. We conducted qualitative research using five informants who are customers of The Body Shop Indonesia ...
Hasna Sanidewi, Eristia Lidia Paramita
doaj +3 more sources
The Impact of Quality Costs on Brand Equity Considering the Mediating Role of Green Innovation in Tehran Stock Exchange [PDF]
بررسیهای حسابداری و حسابرسی, 2021 Objective: This research aims to investigate the effect of quality costs on firm brand equity and ditto how green innovation affects the relationship.
Farzad Ghayour, Kobra Dehghan
doaj +1 more source
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 +1 more source
Effects of green brand image On Green brand Equity (Case study: Representative household appliances Customer and household appliances Customers of chain stores of city of Sanandaj) [PDF]
مدیریت بازرگانی, 2014 The purpose of this study was to identify the effects of green brand image on the green brand equity in the customers of appliance dealer's representation and appliance dealers in the chain department stores of Sanandaj.
Reza Shafei +2 more
doaj +1 more source
THE ANTECEDENTS GREEN BRAND EQUITY OF GREEN COSMETICS [PDF]
Managament Insight: Jurnal Ilmiah Manajemen, 2020 Claim “go-green” continuously used in green marketing to emphasize the attributes of green product and with the aim of developing a green brand. The strength of a green brand reflects in its green brand equity. This study seeks to explore the relationship between green brand equity and its four proposed antecedents, namely the green brand image ...
openaire +1 more source
Eco-Brand and Customer-Based Brand Equity: Shaping Consumer Purchase Choices
Jurisma: Jurnal Riset Bisnis & Manajemen, 2023 This research aims to determine the influence of eco-branding and brand equity on purchasing decisions for eco-friendly products. This research uses quantitative sampling using the Slovin technique of 100 respondents.
Aisyah Solehati* +2 more
doaj +1 more source
Investigating the Effect of Social Responsibility and Pro-Environmental Behavior of the Brand on the Willingness to Pay of Consumers with the Mediating Role of Brand Equity [PDF]
پژوهشهای مدیریت عمومی, 2023 Extended Abstract Abstract The present study was conducted with the aim of investigating the effect of social responsibility and pro-environmental behavior of the brand on consumers' willingness to pay and the mediating role of brand equity among natural
Ghasem Zarei +3 more
doaj +1 more source
Manajemen dan Bisnis, 2015 This study integrates the research model developed by Ng et al., (2014), Chen (2010), and Bekk et al., (2016) and aims to analyze the antecedent and impact of green brand equity on Honda motorcycle with Programmable Fuel Injection (PGM-FI) technology in ...
Michael Saputra Prajugo
doaj +1 more source
Factors Influencing Consumers’ Purchase Intention Towards Green Home Appliances
Frontiers in Psychology, 2022 The main purpose of this study is to investigate the effect of after sales service (ASS), brand equity (BE), environmental awareness (EA), and product pricing (PP) towards consumer purchase intention (CPI) of green home appliance.
Chen Wei Teoh +2 more
doaj +1 more source
Design Visual Elements and Brand-Based Equity: Mediating Role of Green Concept
Frontiers in Psychology, 2022 Although benefits of design perception have been documented from the perspective of consumers on a large scale, but the perspective of employees has been ignored. This study aims to investigate the impact of design elements on employee-brand-based equity
Ying Li
doaj +1 more source