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Antecedents of Green Brand Equity: An Integrated Approach

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Abstract

A steady demand for green products from concerned consumers has led companies to introduce new product lines that match or exceed consumer environmental concerns. Nonetheless, not all the organizations were able to achieve significant returns on their investments in green products. These failures are generally attributed towards companies’ inability to overcome consumer scepticism towards the performance of functional and green attributes of their brands to generate a positive green image and green value in consumers mind. Therefore, the question arises that does the success in promoting green brand image and value depend on consumer existing perceptions about the brand quality and credibility? This study analyzes the influence of brand perceive quality and credibility on consumer perceptions towards a brand green image, green value and green equity. A theoretical model with hypothesized relationships is developed and tested to answer these research questions. Data have been collected from the consumers of electrical and electronic goods. The hypothesized relationships were tested with the help of structural equation modeling procedure. The results suggest that brand perceived quality and its overall credibility does have a significant influence on generating a greener image, green perceive value and green brand equity.

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Abbreviations

BQ:

Brand quality

OBC:

Overall brand credibility

GBI:

Green brand image

GBPV:

Green brand perceive value

GBE:

Green brand equity

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Authors and Affiliations

  1. Nottingham University Business School, The University of Nottingham Malaysia Campus, Semenyih, Selangor, Malaysia

    Pui Fong Ng & Muhammad Mohsin Butt

  2. Taylor’s Business School, Taylor’s University, Subang Jaya, Selangor, Malaysia

    Kok Wei Khong

  3. Taylor’s Business School, Taylor’s University, Subang Jaya, Selangor, Malaysia

    Fon Sim Ong

Authors
  1. Pui Fong Ng
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  2. Muhammad Mohsin Butt
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  3. Kok Wei Khong
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  4. Fon Sim Ong
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Correspondence to Muhammad Mohsin Butt.

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Table 5 Measurement of variables
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Ng, P.F., Butt, M.M., Khong, K.W. et al. Antecedents of Green Brand Equity: An Integrated Approach. J Bus Ethics 121, 203–215 (2014). https://doi.org/10.1007/s10551-013-1689-z

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