Influence of the Green Brand Image on the Green Word of Mouth of Millennials: a Mediation Study on Banks

被引：1

作者：

Tiwari, Pankaj ^{[1
]}

机构：

[1] Ethiopian Civil Serv Univ, CMC Rd,POB 5648, Addis Ababa, Ethiopia

来源：

PUBLIC ORGANIZATION REVIEW | 2023年 / 23卷 / 01期

关键词：

Green brand; Green satisfaction; Green loyalty; Green word of mouth; CUSTOMER SATISFACTION; MODERATING ROLE; IMPACT; LOYALTY; VALIDITY; IDENTITY; BEHAVIOR; MODEL;

D O I：

10.1007/s11115-021-00597-3

中图分类号：

C93 [管理学]; D035 [国家行政管理]; D523 [行政管理]; D63 [国家行政管理];

学科分类号：

12 ; 1201 ; 1202 ; 120202 ; 1204 ; 120401 ;

摘要：

Millennials are considered fighters against climate change to reduce waste and promote environmentally friendly products worldwide. This study examines the relative importance of green awareness among millennials and green brand image impact on green word of mouth millennials. Complementing previous research, we propose an integrated model that includes variables such as Green Brand (GRB), Green Satisfaction (GRS), Green Loyalty (GRL), and Green Word of mouth (GRW). We find a significant relationship between these variables using structural equation modeling. Our research is the first to explicitly examine variables in branding and relationship marketing.

引用

页码：59 / 78

页数：20

共 50 条

[31] The Influence of Electronic Word of Mouth, Value Co-Creation and Brand Image on Trust
Abror, Abror
Ayuni, Silvi
Engriani, Yunita
PROCEEDINGS OF THE THIRD PADANG INTERNATIONAL CONFERENCE ON ECONOMICS EDUCATION, ECONOMICS, BUSINESS AND MANAGEMENT, ACCOUNTING AND ENTREPRENEURSHIP (PICEEBA 2019), 2019, 97 : 550 - 561
[32] The Effect of Brand Image, Brand Love on Brand Commitment and Positive Word-of-Mouth
Tri Cuong Dam
JOURNAL OF ASIAN FINANCE ECONOMICS AND BUSINESS, 2020, 7 (11): : 449 - 457
[33] Green brand benefits and their influence on brand loyalty
Lin, Jialing
Lobo, Antonio
Leckie, Civilai
MARKETING INTELLIGENCE & PLANNING, 2017, 35 (03) : 425 - 440
[34] Green message strategies and green brand image in a hotel context
Topcuoglu, Esra
Kim, Hyelin
Kim, Sungeun
Kim, Seontaik
JOURNAL OF HOSPITALITY MARKETING & MANAGEMENT, 2022, 31 (03) : 311 - 325
[35] The influence of electronic word of mouth and perceived value on green purchase intention in Vietnam
Nguyen, Xuan Hung
Nguyen, Thi Tinh
Dang, Thi Hoai Anh
Ngo, Thanh Dat
Nguyen, Thi Men
Vu, Thi Kim Anh
COGENT BUSINESS & MANAGEMENT, 2024, 11 (01):
[36] The Impact of Green Brand Crises on Green Brand Trust: An Empirical Study
Li, Gen
Sun, Xixiang
SUSTAINABILITY, 2022, 14 (02)
[37] When going green goes wrong: The effects of greenwashing on brand avoidance and negative word-of-mouth
Sajid, Muhammed
Zakkariya, K. A.
Suki, Norazah Mohd
Ul Islam, Jamid
JOURNAL OF RETAILING AND CONSUMER SERVICES, 2024, 78
[38] Greenwash and green brand equity: The mediating role of green brand image, green satisfaction and green trust and the moderating role of information and knowledge
Minh-Tri Ha
Vo Thi Kim Ngan
Nguyen, Phuong N. D.
BUSINESS ETHICS THE ENVIRONMENT & RESPONSIBILITY, 2022, 31 (04): : 904 - 922
[39] Exploring the influence of a hotel's green animation advertising on green brand attachment: Green brand uniqueness as a mediator
Qi, Hu
Geng Wenye
Yuan, Hongzhou
SOCIAL BEHAVIOR AND PERSONALITY, 2024, 52 (01):
[40] Firms' green knowledge sharing and tourists' green electronic word-of-mouth intention: a two-wave time-lagged study of moderated mediation model
Nguyen, Tho Huu-Hoang
Pilik, Michal
Pham, Nhat Tan
JOURNAL OF SUSTAINABLE TOURISM, 2024,

← 1 2 3 4 5 →