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Public Organization Review
Erschienen in: Public Organization Review 1/2023

22.01.2022

Influence of the Green Brand Image on the Green Word of Mouth of Millennials: a Mediation Study on Banks

verfasst von: Pankaj Tiwari

Erschienen in: Public Organization Review | Ausgabe 1/2023

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Abstract

Millennials are considered fighters against climate change to reduce waste and promote environmentally friendly products worldwide. This study examines the relative importance of green awareness among millennials and green brand image impact on green word of mouth millennials. Complementing previous research, we propose an integrated model that includes variables such as Green Brand (GRB), Green Satisfaction (GRS), Green Loyalty (GRL), and Green Word of mouth (GRW). We find a significant relationship between these variables using structural equation modeling. Our research is the first to explicitly examine variables in branding and relationship marketing.
Vorheriger Artikel Limiting University Graduates’ Access to legal representation as a Problem of Modern Legal Education
Nächster Artikel Vaccine Strategy During the Covid-19 Pandemic: A Community Engaged Research Supporting a Policy Oriented Towards Nonprofit Organizations and Volunteers

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Metadaten
Titel
Influence of the Green Brand Image on the Green Word of Mouth of Millennials: a Mediation Study on Banks
verfasst von
Pankaj Tiwari
Publikationsdatum
22.01.2022
Verlag
Springer US
Erschienen in
Public Organization Review / Ausgabe 1/2023
Print ISSN: 1566-7170
Elektronische ISSN: 1573-7098
DOI
https://doi.org/10.1007/s11115-021-00597-3

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