Toward Sustainable Development and Consumption: The Role of the Green Promotion Mix in Driving Green Brand Equity and Green Purchase Intention

References

• Akturan, U. (2018). How does greenwashing affect green branding equity and purchase intention? An empirical research. Marketing Intelligence & Planning, 36(7), 809–824. https://doi.org/10.1108/MIP-12-2017-0339
   Web of Science ®Google Scholar
• Atulkar, S. (2020). Brand trust and brand loyalty in mall shoppers. Marketing Intelligence & Planning, 38(5), 559–572. https://doi.org/10.1108/MIP-02-2019-0095
   Web of Science ®Google Scholar
• Author, B., McCarty, J. A., & Shrum, L. J. (2001). The influence of individualism, collectivism, and locus of control on environmental beliefs and behavior. Journal of Public Policy and Marketing, 20(1), 93–104.
   Web of Science ®Google Scholar
• Bekk, M., Spörrle, M., Hedjasie, R., & Kerschreiter, R. (2016). Greening the competitive advantage: antecedents and consequences of green brand equity. Quality & Quantity, 50(4), 1727–1746. https://doi.org/10.1007/s11135-015-0232-y
   Google Scholar
• Buil, I., De Chernatony, L., & Martinez, E. (2013). Examining the role of advertising and sales promotions in brand equity creation. Journal of Business Research, 66(1), 115–122. https://doi.org/10.1016/j.jbusres.2011.07.030
   Web of Science ®Google Scholar
• Chamorro, A., & Banegil, T. M. (2006). Green marketing philosophy: A study of Spanish firms with eco-labels. Corporate Social Responsibility and Environmental Management, 13(1), 11–24. https://doi.org/10.1002/csr.83
   Google Scholar
• Chan, R. Y. K. (2001). Determinants of Chinese consumers’ green purchase behavior. International Journal of Consumer Studies, 18(4), 389–413.
   Google Scholar
• Chang, C.-H., & Chen, Y.-S. (2014). Managing green brand equity: the perspective of perceived risk theory. Quality & Quantity, 48(3), 1753–1768. https://doi.org/10.1007/s11135-013-9872-y
   Web of Science ®Google Scholar
• Chang, C. T., Chu, X. Y. M., & Tsai, I. T. (2021). How cause marketing campaign factors affect attitudes and purchase intention: Choosing the right mix of product and cause types with time duration. Journal of Advertising Research, 61(1), 58–77. https://doi.org/10.2501/JAR-2019-046
   Web of Science ®Google Scholar
• Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand effect to brand performance: the role of brand loyalty. Journal of Marketing, 65(2), 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255
   Web of Science ®Google Scholar
• Chen, Y. S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93(2), 307–319. https://doi.org/10.1007/s10551-009-0223-9
   Web of Science ®Google Scholar
• Chen, Y., & Chang, C. (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management Decision, 50(3), 502–520. https://doi.org/10.1108/00251741211216250
   Web of Science ®Google Scholar
• Chen, Y. S., & Chang, C. H. (2016). Green Brand Personality and Green Purchase Intentions: The Mediation Roles of Green Brand Associations and Green Brand attitude. International Journal of Management and Applied Science, 2(2), 114–118.
   Google Scholar
• Dekhili, S., & Nguyen, T. P. (2021). Green consumption in Vietnam: Effects of eco-certification, brand, and moderate incongruity of their origins on purchase intent. Recherche et Applications en Marketing (English Edition), 36(3), 25–49. https://doi.org/10.1177/2051570720984158
   Google Scholar
• De Koning, J., Crul, M. R. M., Wever, R., & Brezet, J. C. (2015). Sustainable consumption in Vietnam: an explorative study among the urban middle class. International Journal of Consumer Studies, 39(6), 608–618. https://doi.org/10.1111/ijcs.12235
   Web of Science ®Google Scholar
• Donlan, L. (2014). An empirical assessment of factors affecting the brand-building effectiveness of sponsorship. Sport, Business and Management: An International Journal, 4(1), 6–25. https://doi.org/10.1108/SBM-09-2011-0075
   Google Scholar
• Gil, M. T., & Jacob, J. (2018). The relationship between green perceived quality and green purchase intention: a three-path mediation approach using green satisfaction and green trust. International Journal of Business Innovation and Research, 15(3), 301–319. https://doi.org/10.1504/IJBIR.2018.089750
   Google Scholar
• Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis: A Global Perspective. 7th ed. Pearson Education Inc.
   Google Scholar
• Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). 3rd Ed. Sage.
   Google Scholar
• Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): an emerging tool in business research. European Business Review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128
   Google Scholar
• Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
   Web of Science ®Google Scholar
• Ishaq, M. I. (2020). Multidimensional green brand equity: A cross-cultural scale development and validation study. International Journal of Market Research, 63(1), 147078532093204.
   Google Scholar
• Jacoby, J. (2002). Stimulus–organism–response reconsidered: an evolutionary step in modeling (consumer) behavior. Journal of Consumer Psychology, 12(1), 51–57. https://doi.org/10.1207/S15327663JCP1201_05
   Web of Science ®Google Scholar
• Kang, S., & Hur, W.-M. (2012). Investigating the Antecedents of Green Brand Equity: A Sustainable Development Perspective. Corporate Social Responsibility and Environmental Management, 19(5), 306–316. https://doi.org/10.1002/csr.281
   Web of Science ®Google Scholar
• Khandelwal, U., Kulshreshtha, K., & Tripathi, V. (2019). Importance of Consumer-based Green Brand Equity: Empirical Evidence. Paradigm, 23(1), 83–97. https://doi.org/10.1177/0971890719844428
   Google Scholar
• Konuk, F. A. (2021). The moderating impact of taste award on the interplay between perceived taste, perceived quality and brand trust. Journal of Retailing and Consumer Services, 63, 102698. https://doi.org/10.1016/j.jretconser.2021.102698
   Web of Science ®Google Scholar
• Keller, K. L. (1993). Conceptualizing, measuring, and managing consumer-based brand equity. Journal of Marketing, 57(1), 1–22. https://doi.org/10.1177/002224299305700101
   Web of Science ®Google Scholar
• Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29(4), 595–600. https://doi.org/10.1086/346254
   Web of Science ®Google Scholar
• Keller, K. L., & Lehmann, D. R. (2006). Brands and Branding: Research Findings and Future Priorities. Marketing Science, 25(6), 740–759. https://doi.org/10.1287/mksc.1050.0153
   Web of Science ®Google Scholar
• Kock, N. (2015). Common method bias in PLS-SEM: A full collinearity assessment approach. International Journal of e-Collaboration, 11(4), 1–10. https://doi.org/10.4018/ijec.2015100101
   Web of Science ®Google Scholar
• Kotler, P., & Keller, K. L, Global ed., (2016). Marketing management. (15th ed.). Pearson Education, Ltd.
   Google Scholar
• Kumar, P. (2016). State of green marketing research over 25 years (1990–2014): Literature survey and classification. Marketing Intelligence & Planning, 34(1), 137–158. https://doi.org/10.1108/MIP-03-2015-0061
   Web of Science ®Google Scholar
• Kim, Y. K., Ko, Y. J., & James, J. (2011). The impact of relationship quality on attitude toward a sponsor. Journal of Business & Industrial Marketing, 26(8), 566–576. https://doi.org/10.1108/08858621111179840
   Web of Science ®Google Scholar
• Larson, L. R., Stedman, R. C., Cooper, C. B., & Decker, D. J. (2015). Understanding the multi-dimensional structure of pro-environmental behavior. Journal of Environmental Psychology, 43, 112–124. https://doi.org/10.1016/j.jenvp.2015.06.004
   Web of Science ®Google Scholar
• Lee, R., & Mazodier, M. (2015). The roles of consumer ethnocentrism, animosity, and cosmopolitanism in sponsorship effects. European Journal of Marketing, 49(5/6), 919–942. https://doi.org/10.1108/EJM-10-2013-0594
   Web of Science ®Google Scholar
• Lehmann, D. R., Keller, K. L., & Farley, J. U. (2008). The Structure of Survey–Based Brand Metrics. Journal of International Marketing, 16(4), 29–56. https://doi.org/10.1509/jimk.16.4.29
   Web of Science ®Google Scholar
• Leonidou, L. C., Leonidou, C. N., Palihawadana, D., & Hultman, M. (2011). Evaluating the green advertising practices of international firms: A trend analysis. International Marketing Review, 28(1), 6–33. https://doi.org/10.1108/02651331111107080
   Web of Science ®Google Scholar
• Li, F., & Miniard, P. W. (2006). On the potential for advertising to facilitate trust in the advertised brand. Journal of Advertising, 35(4), 101–112. https://doi.org/10.2753/JOA0091-3367350407
   Web of Science ®Google Scholar
• Lin, J., Lobo, A., & Leckie, C. (2019). The influence of green brand innovativeness and value perception on brand loyalty: the moderating role of green knowledge. Journal of Strategic Marketing, 27(1), 81–95. https://doi.org/10.1080/0965254X.2017.1384044
   Web of Science ®Google Scholar
• Liu, M. T., Liu, Y., & Mo, Z. (2020). Moral norm is the key: An extension of the theory. Asia Pacific Journal of Marketing and Logistics, 32(8), 1823–1841. https://doi.org/10.1108/APJML-05-2019-0285
   Web of Science ®Google Scholar
• Low, G. S., & Lamb, C. W. Jr (2000). The measurement and dimensionality of brand associations. Journal of Product & Brand Management, 9(6), 350–370. https://doi.org/10.1108/10610420010356966
   Google Scholar
• Maanda, P. M., Abratt, R., & Mingione, M. (2020). The Influence of Sport Sponsorship on Brand Equity in South Africa. Journal of Promotion Management, 26(6), 812–835. https://doi.org/10.1080/10496491.2020.1745984
   Google Scholar
• MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing, 53(2), 48–65. https://doi.org/10.1177/002224298905300204
   Web of Science ®Google Scholar
• Madadi, R., Torres, I. M., & Zúñiga, M. Á. (2021). Hierarchical Relationships among Brand Equity Dimensions: The Mediating Effects of Brand Trust and Brand Love. Services Marketing Quarterly, 42(1-2), 74–92. https://doi.org/10.1080/15332969.2021.1947086
   Google Scholar
• Mao, L. L., & Zhang, J. J. (2013). Impact of consumer involvement, emotions, and attitude toward Beijing Olympic Games on branding effectiveness of event sponsors. Sport, Business and Management: An International Journal, 3(3), 226–245. https://doi.org/10.1108/SBM-02-2011-0016
   Google Scholar
• Masa’deh, R., Alananzeh, O., Tarhini, A., & Algudah, O. (2018). The effect of promotional mix on hotel performance during the political crisis in the Middle East. Journal of Hospitality and Tourism Technology, 9(1), 33–49. https://doi.org/10.1108/JHTT-02-2017-0010
   Web of Science ®Google Scholar
• Mazodier, M., & Merunka, D. (2012). Achieving brand loyalty through sponsorship: the role of fit and self-congruity. Journal of the Academy of Marketing Science, 40(6), 807–820. https://doi.org/10.1007/s11747-011-0285-y
   Web of Science ®Google Scholar
• Meenaghan, J. A. (1983). Commercial sponsorship. European Journal of Marketing, 17(7), 5–73. https://doi.org/10.1108/EUM0000000004825
   Web of Science ®Google Scholar
• Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. M.I.T. Press.
   Google Scholar
• Newberry, C. R., Klemz, B. R., & Boshoff, C. (2003). Managerial implications of predicting purchase behavior from purchase intentions: a retail patronage case study. Journal of Services Marketing, 17(6), 609–620. https://doi.org/10.1108/08876040310495636
   Google Scholar
• Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and users of market research: The dynamics of trust within and between organizations. Journal of Marketing Research, 29(3), 314–328. https://doi.org/10.2307/3172742
   Web of Science ®Google Scholar
• Mostafa, M. M. (2007). A hierarchical analysis of the green consciousness of the Egyptian consumer. Psychology and Marketing, 24(5), 445–473. [Database] https://doi.org/10.1002/mar.20168
   Web of Science ®Google Scholar
• Nikabadi, M. S., Safui, M. A., & Agheshlouei, H. (2015). Role of Advertising and Promotion in Brand Equity Creation. Journal of Promotion Management, 21(1), 13–32. https://doi.org/10.1080/10496491.2014.946208
   Google Scholar
• Nguyen, D. T., & Nguyen, T. M. T. (2011). An Examination of Selected Marketing Mix Elements and Brand Relationship Quality in Transition Economies: Evidence From Vietnam. Journal of Relationship Marketing, 10(1), 43–56. https://doi.org/10.1080/15332667.2011.549018
   Google Scholar
• Nguyen, D. T., & Vu, H. T. (2022). Measuring Attitudes Toward Sponsor And Purchase Intention. Cogent Business & Management, 9(1), 2049961. https://doi.org/10.1080/23311975.2022.2049961
   Web of Science ®Google Scholar
• Nguyen, H. V., Nguyen, C. H., & Hoang, T. T. B. (2019). Green consumption: closing the intentionbehavior gap. Sustainable Development, 27(1), 118–129. https://doi.org/10.1002/sd.1875
   Web of Science ®Google Scholar
• Nguyen-Viet, B. (2022). Understanding the Influence of Eco-label, and Green Advertising on Green Purchase Intention: The Mediating Role of Green Brand Equity. Journal of Food Products Marketing, 28(2), 87–103. https://doi.org/10.1080/10454446.2022.2043212
   Web of Science ®Google Scholar
• Oh, T. T., Keller, K. L., Neslin, S. A., Reibstein, D. J., & Lehmann, D. R. (2020). The past, present, and future of brand research. Marketing Letters, 31(2-3), 151–162. https://doi.org/10.1007/s11002-020-09524-w
   Web of Science ®Google Scholar
• Ottman, J. (1993). Green Marketing: Challenges and Opportunities for the New Marketing Age. Ntc Business Books.
   Google Scholar
• Podsakoff, P. M., MacKenzie, S. B., Lee, J.-Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. The Journal of Applied Psychology, 885(5), 879–903. https://doi.org/10.1037/0021-9010.88.5.879
   PubMed Web of Science ®Google Scholar
• Ranfagni, S., Guercini, S., & Camiciottoli, B. C. (2014). An interdisciplinary method for brand association research. Management Decision, 52(4), 724–736. https://doi.org/10.1108/MD-04-2012-0284
   Web of Science ®Google Scholar
• Sander, F., Föhl, U., Walter, N., & Demmer, V. (2021). Green or social? An analysis of environmental and social sustainability advertising and its impact on brand personality, credibility and attitude. Journal of Brand Management, 28(4), 429–445. https://doi.org/10.1057/s41262-021-00236-8
   Web of Science ®Google Scholar
• Sasmita, J., & Mohd Suki, N. (2015). Young consumers’ insights on brand equity. International Journal of Retail & Distribution Management, 43(3), 276–292. https://doi.org/10.1108/IJRDM-02-2014-0024
   Web of Science ®Google Scholar
• Smolianov, P., & Aiyeku, J. F. (2009). Corporate Marketing Objectives and Evaluation Measures for Integrated Television Advertising and Sports Event Sponsorships. Journal of Promotion Management, 15(1-2), 74–89. https://doi.org/10.1080/10496490902901977
   Google Scholar
• Sultan, P., Wong, H. Y., & Azam, M. S. (2021). How perceived communication source and food value stimulate purchase intention of organic food: An examination of the stimulus-organism-response (SOR) model. Journal of Cleaner Production, 312, 127807. https://doi.org/10.1016/j.jclepro.2021.127807
   Web of Science ®Google Scholar
• Sun, Y., Luo, B., Wang, S., & Fang, W. (2021). What you see is meaningful: Does green advertising change the intentions of consumers to purchase eco-labeled products? Business Strategy and the Environment, 30(1), 694–704. https://doi.org/10.1002/bse.2648
   Web of Science ®Google Scholar
• Tsordia, C., Papadimitriou, D., & Parganas, P. (2018). The influence of sport sponsorship on brand equity and purchase behavior. Journal of Strategic Marketing, 26(1), 85–105. https://doi.org/10.1080/0965254X.2017.1374299
   Web of Science ®Google Scholar
• Tucker, E. M., Rifon, N. J., Lee, E. M., & Reece, B. B. (2012). Consumer receptivity to green ads: A test of green claim types and the role of individual consumer characteristics for green ad response. Journal of Advertising, 41(4), 9–23. https://doi.org/10.1080/00913367.2012.10672454
   Web of Science ®Google Scholar
• Tyupa, S. (2011). A theoretical framework for back-translation as a quality assessment tool. New Voices in Translation Studies, 7(1), 35–46.
   Google Scholar
• Wang, F., Zhang, X.-P., & Ouyang, M. (2009). Does advertising create sustained firm value? The capitalization of brand intangible. Journal of the Academy of Marketing Science, 37(2), 130–143. https://doi.org/10.1007/s11747-008-0112-2
   Web of Science ®Google Scholar
• Willer, H., & Lernoud, J. (2018). The World of Organic Agriculture. Statistics and Emerging Trends 2018. Frick: Research Institute of Organic Agriculture (FiBL). IFOAM – Organics International.
   Google Scholar
• Yang, D., Lu, Y., Zhu, W., & Su, C. (2015). Going green: How different advertising appeals impact green consumption behavior. Journal of Business Research, 68(12), 2663–2675. https://doi.org/10.1016/j.jbusres.2015.04.004
   Web of Science ®Google Scholar
• Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195–211. https://doi.org/10.1177/0092070300282002
   Web of Science ®Google Scholar
• Zaremohzzabieh, Z., Ismail, N., Ahrari, S., & Abu Samah, A. (2021). The effects of consumer attitude on green purchase intention: A meta-analytic path analysis. Journal of Business Research, 132, 732–743. https://doi.org/10.1016/j.jbusres.2020.10.053
   Web of Science ®Google Scholar
• Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302
   Web of Science ®Google Scholar
• Zinkhan, G. M., & Carlson, L. (1995). Green advertising and the reluctant consumer. Journal of Advertising, 24(2), 1–6. https://doi.org/10.1080/00913367.1995.10673471
   Web of Science ®Google Scholar