Managing green brand equity: the perspective of perceived risk theory

doi:10.1007/s11135-013-9872-y

淡江大學機構典藏 > 商管學院 > 企業管理學系暨研究所 > 期刊論文 > Item 987654321/100511

請使用永久網址來引用或連結此文件: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/100511

題名:	Managing green brand equity: the perspective of perceived risk theory
作者:	Chang, Ching-Hsun;Chen, Yu-Shan
貢獻者:	淡江大學企業管理學系
關鍵詞:	Green brand equity;Green perceived quality;Green brand awareness;Green perceived risk;Green marketing;Perceived risk theory
日期:	2014-05-11
上傳時間:	2015-03-02 18:53:18 (UTC+8)
出版者:	Dordrecht: Springer Netherlands
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.
關聯:	Quality & Quantity 48(3), pp.1753-1768
DOI:	10.1007/s11135-013-9872-y
顯示於類別:	[企業管理學系暨研究所] 期刊論文

文件中的檔案:

檔案	描述	大小	格式	瀏覽次數
index.html		0Kb	HTML	12	檢視/開啟
Managing green brand equity the perspective of perceived risk theory.pdf		271Kb	Adobe PDF	2	檢視/開啟

在機構典藏中所有的資料項目都受到原著作權保護.

TAIR相關文章

資料載入中.....