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 en
ISSN 1573-7845
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 是
國別 NLD
公開徵稿
出版型式 ,電子版,紙本
相關連結

機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/100511 )

機構典藏連結