Multidimensional green brand equity: A cross-cultural scale development and validation study

A plethora of studies indicate that brand equity is an intangible asset that played a vital role in increasing overall performance and customer preferences.

Introduction

The society is witnessing significant and steady environmental issues due to the large volume of environmental effluence caused by different marketers. Consumers face the fierce competition between traditional products and their environment-friendly counterparts as an increasing number of companies offer eco-friendly products/services. Ishaq and Di Maria (2020) explained the importance of greeningas a prosperity or even survival option for some businesses. From consumers' point of view, the term "greening" indicates an action that mitigates negative effects on the environment, such as eco-purchasing (Ishaq, 2018). Haws et al. (2014) define green consumption as the propensity to explain the...

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