The impact of brand crisis on consumers green purchase intention and willingness to pay more
Yükleniyor...
Tarih
2017
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
International Business Research
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
The purpose of the study is to develop an original framework to explore the effects of brand crisis on green purchase intentions and willingness to pay more. This study composes of seven original concepts, which are perceived brand crisis, green brand image, green trust, green brand equity, green perceived value, green purchase intentions and willingness to pay more to develop an integrated model. For this reason, an online survey was carried out in testing the model that includes questions measuring the effects of these variables. Smart PLS structural equation modelling is applied to veri fy the research framework. A total of 504 questionnaires were collected from Turkish consumers living in Turkey. According to the findings acquired from the structural equation modelling, there is an impact of the perceived brand crisis on green brand imag e, green trust, green brand equity and green perceived value. Consequently, green brand equity and green perceived value except for green brand image and green trust influence the green purchase intention. Moreover, green purchase intention affects willing ness to pay more. Existing studies have shown that perceived brand crisis affects the brand equity, brand trust, brand image, perceived value and purchase intentions. However, there is not any research to shed light on the impact of perceived brand crisis on green brand equity, green brand image, green trust, green perceived value, green purchase intention and willingness to pay more. Therefore, this paper develops a research framework to fill the research gap.
Açıklama
Anahtar Kelimeler
Brand crisis, Green purchase intentions, Will ingness to pay premium, Turkish consumers
Kaynak
International Business Research
WoS Q Değeri
Scopus Q Değeri
Cilt
10
Sayı
1
Künye
Toklu, İ. T., & Öztürk Küçük, H. (2017). The Impact of Brand Crisis on Consumers Green Purchase Intention and Willingness to Pay More. International Business Research, 10(1), 22–33.
