Measuring Green Brand Equity in Relationship Interactions and its Impact on Brand Loyalty Autori:

Abstract

This manuscript attempts to defi ne the dimensions of green brand equity from the perspective of relationship interactions and explores their impacts on brand loyalty. Through a literature review and questionnaire-based research, this paper employs structural equation modeling to test the proposed model in a case study (green fl ooring products). The results indicate that interaction-based green brand equity is comprised of fi ve aspects of green brands: image, reciprocity, attachment, trust, and satisfaction. The fi ndings demonstrate that interaction-based green brand equity has a signifi cant infl uence on brand loyalty. This study strengthens the understanding of interaction-based green brand equity, and also provides a perspective for interactive communication between green brands and consumers.

Development Model of Social Media Marketing – Consumer Loyalty Mediated by Brand Equity and Consumer Response to Fashion Branded Products

“…If the consumer is already loyal to a brand and has high engagement, then the negative news about the brand will not change the level of consumer involvement in consuming a product (Lee and Jung, 2018). Furthermore, consumer interaction with brand equity affects consumer loyalty (Gen Li et al, 2019). This is in line with Yang and Lee's opinion (2019) which found that brand personality, brand commitment and quality perception are variables that affect consumer loyalty.…”

Green Brand Equity—Empirical Experience from a Systematic Literature Review

“…We included 33 studies published between 2006 and 2021 in the SLR, with the largest number of studies from: 2020-6 studies [24,25,77,[105][106][107], 2019-6 studies [28,29,78,79,108,109], and 2017-5 studies [31][32][33]110,111] The research was conducted in Taiwan-7 studies [24,29,76,106,109,112,113], Pakistan-5 studies [32,77,[114][115][116], Turkey-4 studies [30,31,107,110], China-3 studies [25,79,114], India-3 studies [28,108,111], and Iran-3 studies [110,117,118]. One study each was related to research conducted in the United States [119], Germany [34], Finland [115], Egypt [7], Malaysia [120], Indonesia…”

“…The GBE studies included in SLR analyzed single product categories or entire manufacturing or service industries. For example, smartphones [106], clothing [25], cosmetics [29,107], mineral water [78], personal care products [107], tissues [30,109], and flooring products [79]. Coffee has been studied both as a product and as a coffee shop chain [24,112].…”

“…Sustainability 2021, 13, x FOR PEER REVIEW 7 of 32 [25,79,114], India-3 studies [28,108,111], and Iran-3 studies [110,117,118]. One study each was related to research conducted in the United States [119], Germany [34], Finland [115], Egypt [7], Malaysia [120], Indonesia [78], Ghana [26], Vietnam [105], Italy [77], Thailand [121], and South Korea [122].…”

“…The literature has also identified consumer-based green brand equity as the set of consumer perceptions, affects, and behaviors toward brand environmental liabilities and concerns that enhance usability and make a brand achieve greater value. In this view, the concept of consumer-based green brand equity emphasizes consumers' cognitions, attitudes, and emotions toward green brands [79]. To this study, we have assumed that GBE is defined as a set of brand assets and liabilities on the one hand, and a set of consumer perceptions, affects, and behaviors related to environmental liabilities and green concerns associated with a brand, its name, and its symbol on the other.…”