Abstract
vThe 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.
Mohammad Adnan, Dr. Rana Tahir Naveed, Naveed Ahmad , Tasawar Abdul Hamid. (2019) Predicting Green Brand Equity Through Green Brand Credibility , Journal of Managerial Sciences, Volume 13, Issue 2.
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