Skip to main content
SpringerLink
Log in

The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust

Journal of Business Ethics volume 93, pages 307–319 (2010)Cite this article

Abstract

This article proposed four novel constructs – green brand image, green satisfaction, green trust, and green brand equity, and explored the positive relationships between green brand equity and its three drivers – green brand image, green satisfaction, and green trust. The object of this research study was information and electronics products in Taiwan. This research employed an empirical study by use of the questionnaire survey method. The questionnaires were randomly mailed to consumers who had the experience of purchasing information and electronics products. The results showed that green brand image, green satisfaction, and green trust are positively related to green brand equity. Furthermore, the positive relationship between green brand image and green brand equity is partially mediated by green satisfaction and green trust. Hence, investing on resources to increase green brand image, green satisfaction, and green trust is helpful to enhance green brand equity.

This is a preview of subscription content, access via your institution.

Access options

Buy single article

Instant access to the full article PDF.

USD 39.95

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

References

  • Aaker, D. A.: 1991, Managing Brand Equity: Capitalizing on the Value of a Brand Name (The Free Press, New York).

    Google Scholar 

  • Ambler, T.: 1997, ‹How much of brand equity is explained by trust?’, Management Decision 35(4), 283-292.

    Article  Google Scholar 

  • Bello, D. C. and M. B. Holbrook: 1995, ‹Does an absence of brand equity generalize across product classes’, Journal of Business Research 34(2), 125-31.

    Article  Google Scholar 

  • Biel, A. L.: 1992, ‹How brand image drives brand equity’, Journal of Advertising Research 32(6), 6-12.

    Google Scholar 

  • Blau, P. M.: 1964, Exchange and power in social life (Wiley, Inc., New York).

    Google Scholar 

  • Chang, Chih-Hon and Chia-Yu Tu: 2005, ‹Exploring Store Image, Customer Satisfaction and Customer Loyalty Relationship: Evidence from Taiwanese Hypermarket Industry’, Journal of American Academy of Business 7(2), 197-202.

    Google Scholar 

  • Chen, Yu-Shan: 2008a, ‹The Positive Effect of Green Intellectual Capital on Competitive Advantages of Firms’, Journal of Business Ethics 77(3), 271-286.

    Article  Google Scholar 

  • Chen, Yu-Shan: 2008b, ‹The Driver of Green Innovation and Green Image - Green Core Competence’, Journal of Business Ethics 81(3), 531-543.

    Article  Google Scholar 

  • Chen, Yu-Shan, Shyh-Bao Lai and Chao-Tung Wen: 2006, ‹The Influence of Green Innovation Performance on Corporate Advantage in Taiwan’, Journal of Business Ethics 67(4), 331-339.

    Article  Google Scholar 

  • Corrigan, J.: 1996, ‹How a green image can drive Irish export growth’, Greener Management International 16, 87-95.

    Google Scholar 

  • Cretu, A. E. and R. J. Brodie: 2007, ‹The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective’, Industrial Marketing Management 36(2), 230-240.

    Article  Google Scholar 

  • Delgado-Ballester, E. and J. L. Munuera-Alemán: 2005, ‹Does brand trust matter to brand equity?’, Journal of Product and Brand Management 14(2/3), 187-196.

    Google Scholar 

  • Doney, P. and J. P. Cannon: 1997, ‹An examination of the nature of trust in buyer–seller relationships’, Journal of Marketing 61(2), 35-51.

    Article  Google Scholar 

  • Dowling, G. R.: 1986, ‹Managing your corporate images’, Industrial Marketing Management 15(2), 109-15.

    Article  Google Scholar 

  • Faircloth, J. B., L. M. Capella and B. L. Alford: 2001, ‹The effect of brand attitude and brand image on brand equity’, Journal of Marketing Theory and Practice 9(3), 61-75.

    Google Scholar 

  • Flavián, C., M. Guinalíu and E. Torres: 2005, ‹The influence of corporate image on consumer trust: A comparative analysis in traditional versus internet banking’, Internet Research 15(4), 447-470.

    Article  Google Scholar 

  • Fornell, C. and D. F. Larcker: 1981, ‹Evaluating Structural Equation Models with Unobservable Variables and Measurement Error’, Journal of Marketing Research 18(1), 39-50.

    Article  Google Scholar 

  • Ganesan, S.: 1994, ‹Determinants of long-term orientation in buyer–seller relationships’, Journal of Marketing 58(2), 1-19.

    Article  Google Scholar 

  • Gefen, D. and D. W. Straub: 2004, ‹Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services’, Omega 32(6), 407-424.

    Article  Google Scholar 

  • Grayson, K. and T. Ambler: 1999, ‹The Dark Side of Long-Term Relationships in Marketing Services’, Journal of Marketing Research 36(1), 132-141.

    Article  Google Scholar 

  • Hair, J. F., R. E. Anderson, R. L. Tatham and W. C. Black: 1998, Multivariate Data Analysis (Prentice-Hall, Inc., Upper Saddle River, NJ).

    Google Scholar 

  • Hart, P. and C. Saunders: 1997, ‹Power and trust: critical factors in the adoption and use of electronic data interchange’, Organizational Science 8(1), 23–42.

    Article  Google Scholar 

  • Hu, W. and G. Wall: 2005, ‹Environmental Management, Environmental Image and the Competitive Tourist Attraction’, Journal of Sustainable Tourism 13(6), 617-635.

    Article  Google Scholar 

  • Jain, S. K. and G. Kaur: 2004, ‹Green Marketing: An Indian Perspective’, Decision 31(2), 168-209.

    Google Scholar 

  • Jevons, C. and M. Gabbott: 2000, ‹Trust, Brand Equity and Brand Reality in Internet Business Relationships: An Interdisciplinary Approach’, Journal of Marketing Management 16(6), 619-634.

    Article  Google Scholar 

  • Jung, J. and Eun-Young Sung: 2008, ‹Consumer-based brand equity; Comparisons among Americans and South Koreans in the USA and South Koreans in Korea’, Journal of Fashion Marketing and Management 12(1), 24-35.

    Article  Google Scholar 

  • Kalafatis, S. P. and M. Pollard: 1999, ‹Green marketing and Ajzen’s theory of planned behaviour: a cross-market examination’, Journal of Consumer Marketing 16(4/5), 441-460.

    Article  Google Scholar 

  • Keller, K. L.: 1993, ‹Conceptualizing, measuring, and managing customer-based brand equity’, Journal of Marketing 57(1), 1-22.

    Article  Google Scholar 

  • Kim, K. H., K. S. Kim, D. Y. Kim, J. H. Kim and S. H. Kang: 2008, ‹Brand equity in hospital marketing’, Journal of Business Research 61(1), 75-82.

    Article  Google Scholar 

  • Krause, D.: 1993, ‹Environmental consciousness: an empirical study’, Journal of Environment and Behavior 25(1), 126-142.

    Article  Google Scholar 

  • Krishnan, H. S.: 1996, ‹Characteristics of memory associations: A consumer-based brand equity perspective’, International Journal of Research in Marketing 13(4), 389-405.

    Article  Google Scholar 

  • Mai, L. W. and M. R. Ness: 1999, ‹Canonical correlation analysis of customer satisfaction and future purchase of mail-order speciality food’, British Food Journal 101(11), 857-870.

    Article  Google Scholar 

  • Martenson, R.: 2007, ‹Corporate brand image, satisfaction and store loyalty; A study of the store as a brand, store brands and manufacturer brands’, International Journal of Retail & Distribution Management 35(7), 544-555.

    Article  Google Scholar 

  • Mclntosh, A.: 1991, ‹The impact of environmental issues on marketing and politics in the 1990 s’, Journal of the Market Research Society 33(3), 205-217.

    Google Scholar 

  • Moorman, C., G. Zaitman and R. Deshpande: 1992, ‹Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations’, Journal of Marketing Research 29(3), 314-328.

    Article  Google Scholar 

  • Morgan, R. M. and S. D. Hunt: 1994, ‹The Commitment-Trust Theory of Relationship Marketing’, Journal of Marketing 58(3), 20-38.

    Article  Google Scholar 

  • Mudambi, S. M., P. Doyle and V. Wong: 1997, ‹An exploration of branding in industrial markets’, Industrial Marketing Management 26(5), 433-446.

    Article  Google Scholar 

  • Mukherjee, A. and P. Nath: 2003, ‹A model of trust in online relationship banking’, International Journal of Bank Marketing 21(1), 5-15.

    Article  Google Scholar 

  • Neal, W. and R. Strauss: 2008, ‹A Framework for Measuring and Managing Brand Equity’, Marketing Research 20(2), 6-12.

    Google Scholar 

  • Oliver, R. L.: 1994, ‹Conceptual Issues in the Structural Analysis of Consumption Emotion, Satisfaction, and Quality: Evidence in a Service Setting’, Advances in Consumer Research 21(1), 16-22.

    Google Scholar 

  • Oliver, R. L.: 1996, Satisfaction: A Behavioral Perspective on the Consumer (McGraw-Hill, NY, US).

    Google Scholar 

  • Olsen, S. O.: 2002, ‹Comparative evaluation and the relationship between quality, satisfaction, and repurchase loyalty’, Journal of the Academy of Marketing Science 30(3), 240-249.

    Google Scholar 

  • Ottman, J. A.: 1992, Green Marketing. Chicago, US: NTC Business Books.

    Google Scholar 

  • Padgett, D. and D. Allen: 1997, ‹Communicating experiences: A narrative approach to creating service brand image’, Journal of Advertising 26(4), 49-62.

    Google Scholar 

  • Pappu, R. and P. Quester: 2006, ‹Does customer satisfaction lead to improved brand equity? An empirical examination of two categories of retail brands’, Journal of Product and Brand Management 15(1), 4-14.

    Article  Google Scholar 

  • Park, C. W., B. J. Jaworski and D. J. Maclnnis: 1986, ‹Strategic brand concept-image management’, Journal of Marketing 50(4), 135-145.

    Article  Google Scholar 

  • Paulssen, M. and M. M. Birk: 2007, ‹Satisfaction and repurchase behavior in a business-to-business setting: Investigating the moderating effect of manufacturer, company and demographic characteristics’, Industrial Marketing Management 36(7), 983-997.

    Article  Google Scholar 

  • Peattie, K.: 1992, Green Marketing (Pitman Publishing Corp., London, UK).

    Google Scholar 

  • Peattie, K.: 1995, Environmental Marketing Management (Pitman Publishing Corp., London, UK).

    Google Scholar 

  • Polonsky, M. J.: 1994, ‹Green Marketing Regulation in the US and Australia: The Australian Checklist’, Greener Management International 5, 44-53.

    Google Scholar 

  • Porter, M. E. and C. Van der Linde: 1995, ‹Toward a new conception of the environment–competitiveness relationship’, Journal of Economic Perspectives 9(4), 97-118.

    Google Scholar 

  • Rangaswamy, A., R. Burke and T. A. Oliva: 1993, ‹Brand equity and the extendibility of brand names’, International Journal of Research in Marketing 10(1), 61-75.

    Article  Google Scholar 

  • Ratnasingham, P.: 1998, ‹The importance of trust in electronic commerce’, Internet Research 8(4), 313-21.

    Article  Google Scholar 

  • Rousseau, D. M., S. B. Sitkin, R. S. Burt and C. Camerer: 1998, ‹Not so different after all: a cross-discipline view of trust’, Academy of Management Review 23(3), 393-404.

    Google Scholar 

  • Ruyter, K. and J. Bloemer: 1999, ‹Customer loyalty in extended service settings’, International Journal of Service Industry Management 10(3), 320-336.

    Article  Google Scholar 

  • Schurr, P. H. and J. L. Ozanne: 1985, ‹Influences on exchange processes: buyers’ preconceptions of a seller’s trustworthiness and bargaining toughness’, Journal of Consumer Research 11(4), 939-953.

    Article  Google Scholar 

  • Simon, C. J. and M. W. Sullivan: 1993, ‹The measurement and determinants of brand equity: a financial approach’, Marketing Science 12(1), 28-52.

    Article  Google Scholar 

  • Singh, J. and D. Sirdeshmukh: 2000, ‹Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgements’, Journal of the Academy of Marketing Science 28(1), 150-167.

    Article  Google Scholar 

  • Srivastava, R. K., T. A. Shervani and L. Fahey: 1998, ‹Market-based assets and shareholder value: a framework for analysis’, Journal of Marketing 62(1), 2-18.

    Article  Google Scholar 

  • van Riel, A. C. R., C. P. de Mortanges and S. Streukens: 2005, ‹Marketing antecedents of industrial brand equity: An empirical investigation in specialty chemicals’, Industrial Marketing Management 34(8), 841-847.

    Article  Google Scholar 

  • Vandermerwe, S. and M. D. Oliff: 1990, ‹Customers drive corporations green’, Long Range Planning 23(6), 10-16.

    Article  Google Scholar 

  • Yasin, N. M., M. N. Noor and O. Mohamad: 2007, ‹Does image of country-of-origin matter to brand equity?’, Journal of Product and Brand Management 16(1), 38-48.

    Article  Google Scholar 

  • Yoo, B. and N. Donthu: 2001, ‹Developing and validating a multidimensional consumer-based brand equity scale’, Journal of Business Research 52(1), 1-14.

    Article  Google Scholar 

  • Yoo, B., N. Donthu and S. Lee: 2000, ‹An examination of selected marketing mix elements and brand equity’, Journal of the Academy of Marketing Science 28(2), 195-211.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. National Yunlin University of Science & Technology, Douliou, Yunlin, Taiwan, ROC

    Yu-Shan Chen

Authors
  1. Yu-Shan Chen
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Yu-Shan Chen.

Rights and permissions

Reprints and Permissions

About this article

Cite this article

Chen, YS. The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust. J Bus Ethics 93, 307–319 (2010). https://doi.org/10.1007/s10551-009-0223-9

Download citation

  • Received:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s10551-009-0223-9

Keywords

search

Navigation