Article2020

Green brand communication, brand prominence and self–brand connection

Jialing Lin · Zhimin Zhou · Civilai Leckie

53 citations0/0 files storedJournal of Product & Brand Management

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Environmental Sustainability in Business Consumer Behavior in Brand Consumption and Identification Consumer Perception and Purchasing Behavior

Abstract

Purpose This study aims to empirically investigate how green transparency and green competence enhancement can promote consumer behavioral outcomes (i.e. green brand loyalty and resistance to negative information regarding green brands) through green brand attachment (i.e., self–green brand connection and green brand prominence). It further explores these hypothesized relationships across brands of physical products and services. Design/methodology/approach Data were collected using an online survey from 826 Chinese consumers. Structural equation modeling is used to test the proposed conceptual model. Findings Our results demonstrate that green transparency and green competence enhancement positively affect consumer green brand attachment (i.e. self–green brand connection and green brand prominence) which subsequently influence consumers’ loyalty toward green brands and their resistance to negative information. Finally, the development of green brand attachment across brands of products and services is found to be different. Research limitations/implications Extending the conceptual model to other cultural contexts is suggested. Using the experimental design to examine other boundary conditions is recommended. Practical implications This study provides recommendations for marketers, especially brand managers, to facilitate green brand communications to strengthen consumer–brand relationships. Originality/value This study extends past research by examining two types of green brand attachment via a cognitive schema lens. Also, it shows the internal cognitive process by which green brand communications potentially promote consumer behavioral outcomes through green brand attachment. Lastly, it highlights differences in the development of green brand loyalty and consumer resistance to negative information across brands of products and services.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 53 citations exist upstream.

References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.2000Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being.1988Structural equation modeling in practice: A review and recommended two-step approach.2014A new criterion for assessing discriminant validity in variance-based structural equation modeling 2001Accounting for common method variance in cross-sectional research designs.2003Consumer–Company Identification: A Framework for Understanding Consumers’ Relationships with Companies 2006Common Method Variance in IS Research: A Comparison of Alternative Approaches and a Reanalysis of Past Research

Cited by

2023When brands behave badly: signaling and spillover effects of unethical behavior in the context of triple bottom line sustainability 2023Corporate Social Responsibility and Renewable Energy Development for the Green Brand within SDGs: A Meta-Analytic Review 2023Does brand attachment protect consumer–brand relationships after brand misconduct in retail banking?2024

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.