Brand Congruity With Parent Brand Mempengaruhi Green Purchase Behavior?
Elisabeth Rotua Simamora,
Maria Augustine Graciafernandy
Abstract:<p><em>This research aims to analyze the factors that influence the perceived value of environmentally friendly products on purchasing behavior for environmentally friendly brand products. The aim of this research is to build a comprehensive model and test the relationship between attitudes towards parent brand and self-brand congruity. Attitude toward green brand extension is used to mediate the relationship between the two constructs, namely the green brand perceived value and green brand purchas… Show more
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