Measuring Green Brand Equity in Relationship Interactions and its Impact on Brand Loyalty Autori:

Abstract

This manuscript attempts to define the dimensions of green brand equity from the perspective of relationship interactions and explores their impacts on brand loyalty. Through a literature review and questionnaire-based research, this paper employs structural equation modeling to test the proposed model in a case study (green flooring products). The results indicate that interaction-based green brand equity is comprised of five aspects of green brands: image, reciprocity, attachment, trust, and satisfaction. The findings demonstrate that interaction-based green brand equity has a significant influence on brand loyalty. This study strengthens the understanding of interaction-based green brand equity, and also provides a perspective for interactive communication between green brands and consumers.