9. Green Brand Equity in an Emerging Economy: Ghana in Perspective

This study examines the effects of green branding and green brand communication on organisational performance in emerging economies by building on Aaker’s pioneering conceptualisation of brand equity. Adopting a communication perspective, this chapter examines the contributions of green brand awareness, green brand associations, perceived green brand quality and green brand loyalty to green brand equity, using Ghana as a reference country. Secondary data on green brand communication and brand equity were collected from peer-reviewed journal articles and publications through Google Scholar and academic search engines. Findings from the study point to the applicability of Aaker’s brand equity constructs to green branding and its communication in Ghana, an emerging economy. Green brand equity outcomes identified include brand trust, increased consumer preference and patronage, premium pricing, enhanced brand imagery and overall competitive advantage. Although a great deal of research has focused on the critical issues of brand satisfaction, brand trust, brand affect, brand loyalty, and brand equity, to date, not much has been done from the perspective of green marketing, particularly as it relates to its communication in developing economies. Therefore, this study contributes to the literature on green brand equity in developing economies by situating Aaker’s tried and tested constructs in that fledgling terrain. It also offers implications for green brand communication policy and practice.