Modeling the Effects of Green Advertising on Brand Image: Investigating the Moderating Effects of Product Involvement Using Structural Equation

Nagar, Komal

doi:10.1080/08911762.2015.1114692

Cited by 54 publications

(49 citation statements)

References 77 publications

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“…Which implies that when a company embarked on good environmental advertisement devoid of greenwash, such a firm could obtain competitive advantage if the environmental advertisement was not deceptive. The findings supported Komal (2015) who found a positive relationship between green/environmental advertising and consumer purchase intention. It further implied that the adoption of green advertising by a business firm attracted more customers thereby giving the firm a competitive advantage over other firms.…”

Section: Discussion Of Findingssupporting

confidence: 77%

Green Marketing and Competitive Advantage of Table Water Production in Nigeria.

Ebhote

2019

J Mkt Inf Sys

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The study examined the relationship between green marketing and competitive advantage of table water production in Nigeria. The objective of the paper is to investigate green marketing and competitive advantage in the production of table water in Nigeria. 227 table water companies/factory formed the sample of the study drawn randomly across Edo State, Nigeria. The study used Ordinary Least Squares (OLS) multiple regression method to analyse the data collected from respondents. The studyâ€™s findings reveal that eco-labelling had no significant relationship with competitive advantage while environmental advertising was found to be significant and positively related to competitive advantage in the table water industry in Nigeria. The study recommended that table water companies/factories should obtain eco-certification of their table water from certification agencies as well as embarking on green advertisement devoid of greenwash. Keywords: advertisement, eco-labelling, green, certification, competitive.

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Section: Discussion Of Findingssupporting

confidence: 77%

Green Marketing and Competitive Advantage of Table Water Production in Nigeria.

Ebhote

2019

J Mkt Inf Sys

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“…All items were evaluated on a 7‐point scale (see Table 2) in the following order: (a) dependent variable: attitude toward the product; (b) manipulation checks: typicality and specificity of color names; (c) foundation of inference: congruity cognition; (d) control variables: product involvement, product demand, and ambiguity tolerance; and (e) demographic variables (e.g., age, gender, etc.). Note that product involvement was controlled because it affects consumers' evaluation of the product and their decision‐making during a purchase (Nagar, 2015). Product demand may temporarily increase concerns regarding certain products.…”

Section: Methodsmentioning

confidence: 99%

What should we call this color? The influence of color‐naming on consumers' attitude toward the product

Chou

Chu

Chiang

2020

Psychology and Marketing

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Many companies use unique color names to differentiate products, attract consumer attention, and promote sales. This study categorizes the names of colors in detail, and uses schema incongruity and affect regulation theory to elucidate the effects of color names with different typicality and ambiguity. We identify the underlying mechanism and explore how color attribute importance and color name valence moderate the effects of the color name. The results of five studies show the following: (a) atypical-low ambiguity color names (vs. atypical-high ambiguity and typical color names) create a more favorable consumer attitude toward the product; (b) when color is the primary attribute of the product, typical color names are more effective; when color is a secondary attribute, atypical color names yield more favorable effects; (c) for positivelyvalenced color names, an atypical-low ambiguity naming method yields a better response, while for negatively-valenced color names, an atypical-high ambiguity naming method yields a more favorable response; and (d) the color-naming effects are mediated by perceived product uniqueness or playfulness, depending on different conditions. K E Y W O R D S attitude toward the product, color attribute importance, color name valence, color-naming, perceived product playfulness, perceived product uniqueness

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“…Brand image merupakan bagian dari ekuitas merek yang fokus pada penilaian pelanggan, (Dirsehan & Kurtuluş, 2018) dan merupakan faktor penting bagi perusahaan untuk menarik perhatian konsumen dengan memberikan manfaat pemenuhan kebutuhan dan keinginan konsumen, (Merz, He, & Vargo, 2009). Selain itu, brand image merupakan pintu masuk bagi pelanggan untuk mengenali mengevaluasi kualitas, memahami, mengurangi risiko pembelian, (Nagar, 2016).…”

Section: Pendahuluanunclassified

“…Hal ini karena tinggi rendahnya brand image memiliki dampak terhadap niat beli (Arimbawa & Rahyuda, 2015;Semuel & Lianto, 2014 Dalam konteks perilaku konsumen dalam pembelian green product, perusahaan melakukan komunikasi pemasaran sehingga produk mudah untuk dipersepsikan oleh konsumen sehingga terbentuk asosiasi pada ingatan konsumen bahwa produk tersebut ramah lingkungan, ketika mengingat bahwa produk tersebut ramah lingkungan maka konsumen mempunyai niat melakukan pembelian. Beberapa penelitian terdahulu membuktikan bahwa brand image berpengaruh terhadap niat pembelian, (Kan et al, 2017;Nagar, 2016;Rizwan et al, 2014)…”

Section: Brand Image Dan Niat Pembelianunclassified

Green Awareness, Brand Image dan Niat Pembelian

Alamsyah¹,

Hadiyanti²

2017

Jurnal Ekonomi Modernisasi

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The purpose of this study to know the factors that determine the intention of purchasing green product by considering green awareness and brand image factors through the testing of causality and mediation. The study was conducted in one of the companies that produce environmentally friendly products namely Pronaturlite. Number of respondents as many as 705 consumers in the city of Bandung. The analytical technique used is path analysis through SmartPLS. The results of this study confirm the results of previous studies that show that green awareness and brand image affect the purchase intention, green awareness affects the brand image. In addition, brand image can mediate the relationship of green awareness and purchase intention. This study has implications that companies producing green products are advised to control green awareness and brand image in order to increase consumer purchase intention.

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Modeling the Effects of Green Advertising on Brand Image: Investigating the Moderating Effects of Product Involvement Using Structural Equation

Cited by 54 publications

References 77 publications

Green Marketing and Competitive Advantage of Table Water Production in Nigeria.

Green Marketing and Competitive Advantage of Table Water Production in Nigeria.

What should we call this color? The influence of color‐naming on consumers' attitude toward the product

Green Awareness, Brand Image dan Niat Pembelian

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