Effects of green brand image On Green brand Equity (Case study: Representative household appliances Customer and household appliances Customers of chain stores of city of Sanandaj)

Document Type : Research Paper

Authors

1 Assistant Prof., Department of Management, Faculty of Humanities and Social Sciences, University of Kurdistan, Sanandaj, Iran

2 Assistant Prof., Department of Management, Faculty of Humanities, Islamic Azad University of Sanandaj, Sanandaj, Iran

3 MSc. of Business Administration (Marketing), Faculty of Humanities, Islamic Azad University of Sanandaj, Sanandaj, Iran

Abstract

The purpose of this study was to identify the effects of green brand image on the green brand equity in the customers of appliance dealer's representation and appliance dealers in the chain department stores of Sanandaj. Research variables selected from Yushan Chen (2010) study. A questionnaire was used to measure theses dimensions that have been confirmed by experts and had 24 indices. It is a descriptive, and correlation study. We have used random sampling. The population consisted of 384 customers of appliance dealers' representation and appliance dealers in the chain department stores of Sanandaj. The results indicate that green brand image has significant direct effect on the satisfaction Variables green, green trust, green brand equity. Also, green satisfaction and green trust variables have direct effects on Green brand equity. Brand Samsung at image brands Green has the highest score.

Keywords

Main Subjects

References

Aaker, D. (1991). Managing Brand Equity Capitalizing on the Value of a Brand Name. New York:The Free Press.
Akbar, S., Sarwar, A. (2011). The Drivers of Brand Equity: Brand Image, Brand Satisfaction and Brand Trust. Sukkur Institute of Business Administration. 45 (2): 29-47.
Balaji, C. & Krishnan, M. D. (2001). Brand equity: is it more important in service? journal of service marketing, 15(5): 328-342.
Blau, P. M. (1964). Exchange and Power in Social Life. New York: Wiley.
Chang, N. & Cher-min, F. (2010). Green product quality, green corporate image, and green customer loyalty. International Journal of Research in Management & Technology, 4(13): 2836-2844.
Chen, Y. & Chang, Ch. (2012). Enhance green purchase intentions the roles of green perceived value, green perceived risk, and green trust. Management Decision, 50(3): 502-520.
Chen, Y.S. (2008). The Positive Effect of Green Intellectual Capital on Competitive Advantages of Firms. Journal of Business Ethics, 77(3): 271–286.
Connelly, B. L., Ketchen Jr. D. J. & Slater, S.F. (2010). Toward a theoretical toolbox” for sustainability research in marketing. J Journal of the Academy of Marketing Science, 39 (1): 86-100.
Cretu, A. & Brodie, J. (2007). The Influence of Brand Image and Company Reputation Where Manufacturers Market to Small Firms: A Customer Value Perspective. Industrial Marketing Management, 36(2): 230–240.
Ebrahim, H., Safarzadeh, H. & Javidyhagh, M. (2012). Effects of store image on customer value retail chain stores (refah,l, shahrvand and Hyper Star ) at Tehran .Journal of Business Management, 3 (9): 19-34. (in Persian)
Flaviàn, C. M., Guinalíu, M. & Torres, E. (2005). The Influence of Corporate Image on Consumer Trust: A Comparative Analysis in Traditional Versus Internet Banking. Internet Research, 15(4): 447-470.
Hamdi, K., Ghaffari, F. & Afsordega, A. (2012). Investigating the factors affecting the buying behavior of young green products. Journal of Marketing Management, 6(12): 21-42. (in Persian)
Kalafatis, S. & Pollard, M. (1999). Green Marketing and Ajzen’s Theory of Planned Behaviour: A Cross- Market Examination. Journal of Consumer Marketing 16(4/5): 441-460.
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1): 1–22.
Khandoker, M. & Mahbubu, H. (2011). Exploring Price Sensitivity of a Green Brand: A Consumers’ Perspective. World Review of Business Research, 1 (2): 84 – 97.
Kotler, P., Kartamaya, H. & Setiawan, I. (2012). Marketing Book 3, Move from the production-oriented and customer oriented toward the human psyche. sanandaj, Translator: Shafei ,R. University Press of Kurdistan, First Edition. (in Persian)
Lee, K. (2008). Opportunities for green marketing. Marketing intelligence and planning, 26 (6): 573 – 586.
Mohammadian, M. & Akhatayi, A. (2012). The relationship between psychological factors, social and green consumer behavior (Conservationists). Business Management, 3 (7): 143-160. (in Persian)
Mollahoseini, A & Purasgari, MH. (2012). Consumers Green; Messengers strategies of the third millennium. Economic Jihad International Conference, Kerman, march 7. (in Persian)
Mourad, M., Serag, Y. & Eldin, A. (2012). Perception of green brand in an emerging innovative market. European Journal of Innovation Management, 15 (4): 514-537
Ottman, J. A. (1992). Green Marketing. NTC Business Books, Chicago, USA.
Padgett, D. & Allen, D. (1997). Communicating Experiences A Narrative Approach toCreating Service Brand Image. Journal of Advertising, 26(4): 49-62.
Ramezanian, M., Ismailpour, R. & Tondkar, H. (2011). Effects of Green Marketing Mix on The purchasing decisions of consumers. Journal of Business Management, 2 (5): 79-98. (in Persian)
Schurr, P. H. & JOzanne, L. (1985). Influences on Exchange Processes: Buyers’ Preconceptions of a Seller’s Trustworthiness and Bargaining Toughness. Journal of Consumer Research, 11(4): 939-953.
Sehat, S., Bajmalvy Rostami, H. & Kashkuli, M. (2013). Effects of Marketing Mix on Brand value karafarin insurance company. Business Management, Volume 4 Issue (12): 71-90. (in Persian)
Yasin, N. M., Noor, M. N. & Mohamad, O. (2007). Does Image of Country-of-Origin Matter to BrandEquity? Journal of Product and Brand Management, 16(1): 38-48.
Journal of Business Management
Volume 6, Issue 3 - Serial Number 3
October 2014
Pages 555-574

Files

Share

How to cite

Statistics