Integral model of green brand equity: a study among customers of online shopping websites
by Hossein Rezaei Dolatabadi; Reihaneh Alsadat Tabaeeian; Hoda Tavakoli
EuroMed J. of Management (EMJM), Vol. 1, No. 2, 2016

Abstract: The aim of this study is to create an integral model of green brand equity. The impact of factors such perceived value, image, satisfaction, trust and loyalty are investigated on brand equity in green products. The population of study includes of green brand customers in shopping sites in Iran and web questionnaires were used for data collection and finally 267 online questionnaires were collected for analysis. The conceptual model was tested with using structural equation modelling. The results showed image had a positive and significant impact on satisfaction and trust. The perceived value had a positive effect on trust, trust and satisfaction had positive effect on loyalty, finally, loyalty had positive effect on green brand equity. The finding of this research will help the producers of green product to identify factors affecting brand equity, plan and carry out appropriate actions to strengthen green brand equity.

Online publication date: Sat, 03-Sep-2016

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the EuroMed J. of Management (EMJM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com