Enhancing green brand equity through environmental reputation: The important of green brand image, green brand trust, and green brand loyalty
Nguyen Khanh Hai Tran
Abstract:While previous research have established the advantages of environmental reputation (ER) in the realm of brand development, this article examines the role of ER on the value of green brands in the green food production industry, based on customer perceptions in a newly emerging market, using insights from signal theory and the Hierarchy of Effects Model (HEM). The study data was obtained from consumers who regularly make purchasing decisions for green‐labeled food in Vietnam. The study results suggest that the… Show more
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