教師資料查詢 | 類別: 期刊論文 | 教師: 張敬珣 Chang, Ching-hsun (瀏覽個人網頁)

標題:Managing green brand equity: the perspective of perceived risk theory
學年102
學期2
出版(發表)日期2014/05/11
作品名稱Managing green brand equity: the perspective of perceived risk theory
作品名稱(其他語言)
著者Chang, Ching-Hsun; Chen, Yu-Shan
單位淡江大學企業管理學系
出版者Dordrecht: Springer Netherlands
著錄名稱、卷期、頁數Quality & Quantity 48(3), pp.1753-1768
摘要This paper applies perceived risk theory to explore the relationships among green perceived quality, green brand awareness, green perceived risk, and green brand equity. The research object of this study focuses on Taiwanese consumers who have the purchase experience of information and electronics products in Taiwan. The empirical results show that green perceived quality and green brand awareness would positively affect green brand equity. Furthermore, this study demonstrates that green perceived risk which is negatively influenced by green perceived quality and green brand awareness would negatively affect green brand equity. The positive relationships between green brand equity and its two antecedents—green perceived quality and green brand awareness—are partially mediated by green perceived risk. Hence, investing resources in the increase of green perceived quality and green brand awareness and the decrease of green perceived risk is helpful to enhance green brand equity.
關鍵字Green brand equity;Green perceived quality;Green brand awareness;Green perceived risk;Green marketing;Perceived risk theory
語言英文
ISSN1573-7845
期刊性質國外
收錄於SSCI;
產學合作
通訊作者Chang, Ching-Hsun
審稿制度
國別荷蘭
公開徵稿
出版型式,電子版,紙本
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