آی اس آی پیپر

دانلود رایکان مقاله انگلیسی ISI با موضوع نقش منافع و شفافیت در شکل دادن به ارزش درک شده سبز مصرف کنندگان

عنوان فارسی مقاله:

نقش منافع و شفافیت در شکل دادن به ارزش درک شده سبز مصرف کنندگان، ارتباط سلف برند و وفاداری به نام تجاری

عنوان انگلیسی مقاله:

The role of benefits and transparency in shaping consumers’ green perceived value, self-brand connection and brand loyalty

دانلود رایگان مقاله ISI با فرمت PDF:

مشاهده توضیحات کامل و خرید ترجمه فارسی با فرمت ورد تایپ شده:

بخشی از مقاله انگلیسی :

2. Literature review and development of conceptual framework

2.1. Green branding

Green branding is an effective strategy for gaining significant ecoadvantages over one's competitors (Delgado-Ballester and MunueraAlemán, 2005). However empirical studies in the green branding literature are limited (Wang and Horng, 2016). Past research has focused on customer-based brand equity in the green branding context (Chen, 2008; Ng et al., 2014). For example, Chen (2010) demonstrated that perceived green brand image, green satisfaction and green trust positively contribute to green brand equity. Ng et al. (2014) argue that traditional features of a brand such as quality influence consumers’ green decision and they suggest that consumers’ perceived brand quality and overall credibility have significant influences on green brand equity. Furthermore, recent studies argue that green brand positioning is a key factor in determining the success of green branding strategies and many studies agree that active communication and brand uniqueness can ensure the commercial success of green products (e.g., Hartmann et al., 2005; Hartmann and Apaolaza-Ibáñez, 2006, 2012). However, majority of the studies examine the influence of product-related attributes and consumers’ perceived benefits on their environmental attitudes and purchase intention. There is scant research which investigates the understanding of communication between consumers and green brands and their perceived differentiation of competing green brands