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- Title
Predicting Green Brand Equity Through Green Brand Credibility.
- Authors
Adnan, Mohammad; Naveed, Rana Tahir; Ahmad, Naveed; Hamid, Tasawar Abdul
- Abstract
The major purpose of this study was based on the examination of novelty construct of green brand credibility and its impact on green brand equity with mediation effect of green attitude towards brand. According to statistical analysis it has been found that green brand credibility and green brand equity are positively related whereas green attitude partially mediates this relationship. This study will help entrepreneur and managers to understand the importance of green brand credibility for enhancing green brand equity.
- Subjects
PAKISTAN; BRAND equity; TRUTHFULNESS &; falsehood; BRANDING (Marketing); BUSINESSPEOPLE
- Publication
Journal of Managerial Sciences, 2019, Vol 13, Issue 2, p144
- ISSN
1992-4364
- Publication type
Article