Green Brand Perceived Value: A Driver for Attitude Toward Green Brand Extension
Green Brand Perceived Value: A Driver for Attitude Toward Green Brand Extension
Author(s): Elisabeth Rotua Simamora, Farida Indriani, Budi SetiawanSubject(s): Economy, Business Economy / Management, Energy and Environmental Studies, Marketing / Advertising
Published by: ASERS Publishing
Keywords: self-brand congruity; green brand perceived value; green purchase intention; green brand trust; attitude toward green brand extension;
Summary/Abstract: The purpose of this study is to develop a conceptual model that describes the process of how self-brand congruity affects attitudes toward green brand Extention. The integrated model focuses on the green brand perceived value that encourages attitude toward green brand Extention. Green brand perceived value furthermore applied to explain how green purchase intention and green trust influence attitudes toward green brand Extention. Green brand perceived value and green purchase intention have not significantly increase attitude toward green brand extension. Green brand perceived value through green brand trust directly affects and positively impacts attitude toward green brand extension.
Journal: Journal of Environmental Management and Tourism (JEMT)
- Issue Year: XII/2021
- Issue No: 7(55)
- Page Range: 1906-1913
- Page Count: 8
- Language: English
- Content File-PDF
