文章基本信息

标题：The Moderating Effects for the Relationships between Green Customer Value, Green Brand Equity and Behavioral Intention
本地全文：下载
作者：Phuoc Thien Nguyen
期刊名称：Academy of Strategic Management Journal
印刷版ISSN：1544-1458
出版年度：2019
卷号：18
期号：4
页码：1-21
语种：English
出版社：The DreamCatchers Group, LLC
摘要：Due to terrible environmental destructions around the world, more and more people pay attentions to environmental concern. The concept of “green marketing” has emerged as a competitive weapon to win the customers from the market place. However, the interrelationships between customer value, green marketing and social responsibility green brand equity are largely ignored. Through a survey of 236 obtained questionnaires, this study examines how the effects of customer value on brand equity are enhanced by the moderators of green marketing (green promotion and green marketing awareness) and green brand loyalty. This study also verifies how the effects of brand equity on customer behavioral intentions are enriched by self-expressive benefit ad social responsibility. The results from this study revealed that the moderating effects from green marketing and green brand loyalty on the positive influences of customer value toward brand equity are significant. The moderating effects of self-expressive benefit and social responsibility for the influence of brand equity on behavioral intention are significant. The results of this study could be very important for both academicians and practitioners to engage in green marketing activities.
关键词：Brand Equity;Customer Behavioral Intentions;Customer Value;Green Brand Loyalty;Green Marketing;Moderating Effects