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

نوع المستند : المقالة الأصلية

المؤلفون

1 )CIC (Canadian international institute

2 )Canadian International College(CIC

3 (CIC)Canadian International College

المستخلص

Due 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. The majority of the prior researches on green marketing, green brand initiative and social economy have been applied in developed economies. Thus, this study tries to cover the gap to assess the green branding equity in the developing country like Egypt. This study examines green brand equity and its influence on Brand loyalty. In addition, to examine the mediating role of GBAT, Green Trust, GBA, and GBI on the relationship between GBE and brand loyalty. With 430 participants who purchased electronic appliances as a sample, a cluster random sampling technique was used to conduct a quantitative study utilizing a questionnaire-based survey. (PLS-SEM) was the method used to analyze the data. the study finding indicated that factors influencing green brand equity of electronic goods are as follows: green brand image, green brand trust, and green brand loyalty.

الكلمات الرئيسية

مجلة البحوث المالية والتجارية
المجلد 25، العدد 4 - الرقم المسلسل للعدد 4
الجزء الأول ... أبحاث متخصصة في إدارة الأعمال
أكتوبر 2024
الصفحة 647-677

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