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

• Gen Li ^[1] ; Juan Li ^[1] ; Xixiang Sun ^[1]
  1. [1] Wuhan University of Technology

     Wuhan University of Technology

     China

     
• Localización: Revista de Cercetare si Interventie Sociala, ISSN-e 1584-5397, Vol. 66, 2019, págs. 279-297
• Idioma: inglés
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• Resumen

  • 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.