Detail The effects of green brand image on brand loyalty : the case of mainstream fast food brands Bibliografi Author: Watson, Anna ; Perrigot, Rozenn ; Dada, Olufunmilola (Lola) Topik: Brand loyalty; Environmental concern; Fast food; Green brand image; Sustainable consumption Bahasa: (EN )     Penerbit: John Wiley & Sons     Tempat Terbit: New York    Tahun Terbit: 2024     Jenis: Article - diterbitkan di jurnal ilmiah internasional Fulltext: The effects of green brand image on brand loyalty.pdf (632.84KB; 0 download) Abstract While a number of studies have explored consumer attitudes and behaviors towards green brands, the importance of green brand image for mainstream brands is less well understood. This study seeks to explore if the green image of mainstream fast food brands influences consumer loyalty and how their attitudes towards and knowledge of environmental issues may affect perceptions of the environmental performance of fast food brands. Using data gathered from a convenience sample of 2001 Gen Y and Gen Z consumers in France, our study establishes a critical linkage between consumers' environmental values and brand loyalty by including green brand image as a mediator. Further, by exploring mainstream brands, rather than brands that are positioned primarily on green attributes, we find that the mediating effect of green brand image may be dependent on the brand positioning. Kajian editorial Article from : Business Strategy and The Environment, Volume 33, Issue 2, February 2024, Pages 806-819 Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Lihat Sejarah Pengadaan  Konversi Metadata   Kembali

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