Measuring a multidimensional green brand equity: a tool for entrepreneurship development

Abstract

PurposeThis study analyses the dimensions of the brand equity of organic agri-food products using a multidimensional approach. It also examines the direct and indirect relationships of this brand equity with consumers’ green satisfaction and the green image of organic agri-food products. The green brand can be understood as a tool for entrepreneurial development.Design/methodology/approachThe researchers develop a conceptual framework highlighting the dimensions of the green brand equity focusing on five constructs (green brand loyalty, green perceived quality, green brand associations, green brand awareness and the new dimension of green brand emotion), green satisfaction and green brand image. The sample consisted of 392 people aged over 18 who were occasional or habitual consumers of organic agri-food products. Partial least squares (PLS), a structural equation modelling (SEM) tool, was used in the analyses.FindingsThe results of this study show that the different dimensions of green brand equity (except for green brand awareness) reflect this variable and are important factors in its perception by consumers. This study differs from others in that it treats green brand equity as a truly multidimensional variable made up of different dimensions with different measurement scales. The study also demonstrates the importance of green satisfaction and green brand image as antecedents of green brand equity.Practical implicationsThe measurement scale for green brand equity developed in this study provides entrepreneurs of organic agri-foods with a method for evaluating consumer perception of green brand equity based on those dimensions that are truly significant.Originality/valueThis is the first study to explore the relationships of green brand equity—as a multidimensional concept—with other variables, such as green satisfaction and green image.

Enhancing Service Brand Passion Through Self-Congruity: The Moderating Role of Gender and Age

“…User imagery congruity elucidates the link between the perceived image of a user and the selfimage of the buyer (Sirgy et al, 1997), while usage image focuses on a link between the product's functional benefits and attributes. Brand image congruity is considered a significant component in building brand equity (CuestaValiño et al, 2021). Accord ing to Youn and Dodoo (2021) and Schnittka et al (2012), brand image is defined as multiple brand associations that connect with strength, favorability, and uniqueness, with uniqueness reinforcing brand passion.…”

Managing brand equity in the brewing sector

“…However, despite the existence of several definitions of consumer-based brand equity, scholars generally consider it as a multidimensional concept (Cuesta-Valiño et al. , 2021; Wesana et al.…”

“…However, despite the existence of several definitions of consumer-based brand equity, scholars generally consider it as a multidimensional concept (Cuesta-Valiño et al, 2021;Wesana et al, 2020) composed of different dimensions (Foroudi et al, 2018). In this regard, literature defines brand equity as "overall brand equity" by conceptualizing it as the "global preference for the brand over similar alternatives" (Bravo Gil et al, 2007, p. 191).…”

Green Brand Equity—Empirical Experience from a Systematic Literature Review

“…The above-mentioned marketing strategies based on green approach, environmental and social aspects, shape high brand equity, which also determines their competitive advantage compared to brands without such marketing strategies [24][25][26][27][28][29][30][31][32][33][34]. In the case of green brands, 'brand equity' is called 'green brand equity'.…”

“…For the first time, GBE was defined in 2010 as a set of brand assets and liabilities related to the environmental commitments and green concerns associated with a brand, its name, and its symbol that enhance or detract from the value delivered by a product or service [76]. This definition has been referred to in many publications [24][25][26][27][28][29][30][31][32][33][34], it has also become the basis for modifications and new terms [77,78]. For example, it has been pointed out that GBE is a set of brand assets and liabilities about environmental, social, and economic concerns and eco-friendly commitments that are associated with a brand and increase or decrease the value offered by the brand product or service [77].…”