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.
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页码：59 / 78
页数：20
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