RCIS

Measuring Green Brand Equity in Relationship Interactions and its Impact on Brand Loyalty

Autori:

Gen LI, Juan LI, Xixiang SUN

Cod: ISSN: 1583-3410 (print), ISSN: 1584-5397 (electronic)
Dimensiuni: pp. 279-297

Abstract:

This manuscript attempts to define the dimensions of green brand equity from the perspective of relationship interactions and explores their impacts on brand loyalty. Through a literature review and questionnaire-based research, this paper employs structural equation modeling to test the proposed model in a case study (green flooring products). The results indicate that interaction-based green brand equity is comprised of five aspects of green brands: image, reciprocity, attachment, trust, and satisfaction. The findings demonstrate that interaction-based green brand equity has a significant influence on brand loyalty. This study strengthens the understanding of interaction-based green brand equity, and also provides a perspective for interactive communication between green brands and consumers.

Keywords:

interaction relationship, interaction-based green brand equity, green brand, measurement dimension, brand loyalty, social media, social development.

DOI: https://doi.org/10.33788/rcis.66.16

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