Rodyti trumpą aprašą

dc.contributor.authorEsmaeili, Ahmad
dc.contributor.authorSepahvand, Akbar
dc.contributor.authorRostamzadeh, Reza
dc.contributor.authorJokšienė, Izolda
dc.contributor.authorAntuchevičienė, Jurgita
dc.date.accessioned2023-09-18T17:00:12Z
dc.date.available2023-09-18T17:00:12Z
dc.date.issued2017
dc.identifier.issn1212-3609
dc.identifier.urihttps://etalpykla.vilniustech.lt/handle/123456789/118776
dc.description.abstractThe urgent concerns for environmental issues and growing demand for green products have made companies pay much more attention to green marketing. Although, many companies invest in green marketing, but not all of them gain as much as they invest. Most of failures of investments in green marketing are rooted in the fact that customers doubt both the real green performance of these products and the real intention of companies regarding green products. This research, being quantitative in nature, attempts to investigate the impact of traditional branding constructs (perceived quality of the brand, credibility of the brand) and green branding constructs (perceived value of a green brand, the green brand image, and brand equity) on the green purchase intention of customers. The hypotheses have been developed in the form of a conceptual model to investigate the relationship of these constructs. The research focuses on consumers of certain liquid washing detergent products. All the data were collected using questionnaires and the analysis of the data was conducted utilizing LISREL 8 and SPSS 16. The results indicate that perceived brand quality has a positive impact on the perceived value of a green brand, brand credibility, and brand image. In addition, green brand value and green brand image have a positive impact on brand equity. This research can serve as validation of the constructs to fill the gap in the investigation of green brand dimensions. Further analysis shows that green brand equity has a meaningful impact on the green purchase intention of the customers, however the impact of brand credibility on brand equity has not been provedeng
dc.formatPDF
dc.format.extentp. 219-237
dc.format.mediumtekstas / txt
dc.language.isoeng
dc.relation.isreferencedbyEconLit
dc.relation.isreferencedbyScopus
dc.relation.isreferencedbySocial Sciences Citation Index (Web of Science)
dc.source.urihttp://www.ekonomie-management.cz/en/archiv/search/detail/1642-/
dc.subjectVE03 - Inovacijų vadyba / Innovation management
dc.titleEffect of integration of green constructs and traditional constructs of brand on green purchase intention of customers
dc.typeStraipsnis Web of Science DB / Article in Web of Science DB
dcterms.references97
dc.type.pubtypeS1 - Straipsnis Web of Science DB / Web of Science DB article
dc.contributor.institutionAllameh Tabataba’i University
dc.contributor.institutionIslamic Azad University
dc.contributor.institutionVilniaus Gedimino technikos universitetas
dc.contributor.facultyVerslo vadybos fakultetas / Faculty of Business Management
dc.contributor.facultyStatybos fakultetas / Faculty of Civil Engineering
dc.subject.researchfieldS 003 - Vadyba / Management
dc.subject.ltspecializationsL104 - Nauji gamybos procesai, medžiagos ir technologijos / New production processes, materials and technologies
dc.subject.enGreen brand
dc.subject.enTraditional branding constructs
dc.subject.enGreen branding constructs
dc.subject.enBrand
dcterms.sourcetitleE&M Ekonomie a management=E&M Economics and management
dc.description.issueiss. 3
dc.description.volumeVol. 20
dc.publisher.nameTechnická univerzita v Liberci
dc.publisher.cityLiberec
dc.identifier.doi000419821600015
dc.identifier.doi2-s2.0-85029759129
dc.identifier.doi10.15240/tul/001/2017-3-015
dc.identifier.elaba24352614


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