The impact of brand crisis on consumers green purchase intention and willingness to pay more

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dc.authoridİsmail Tamer Toklu / 0000-0001-7848-4867en_US
dc.authoridHilal Öztürk Küçük / 0000-0003-0676-459Xen_US
dc.contributor.authorToklu, İsmail Tamer
dc.contributor.authorÖztürk Küçük, Hilal
dc.date.accessioned2023-02-07T10:26:22Z
dc.date.available2023-02-07T10:26:22Z
dc.date.issued2017
dc.departmentAÇÜ, Hopa İktisadi ve İdari Bilimler Fakültesi, İşletme Bölümüen_US
dc.description.abstractThe 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.
dc.identifier.citationToklu, 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.en_US
dc.identifier.doi10.5539/ibr.v10n1p22
dc.identifier.endpage33en_US
dc.identifier.issue1en_US
dc.identifier.startpage22en_US
dc.identifier.urihttp://dx.doi.org/10.5539/ibr.v10n1p22
dc.identifier.urihttps://hdl.handle.net/11494/4676
dc.identifier.volume10en_US
dc.institutionauthorToklu, İsmail Tamer
dc.institutionauthorÖztürk Küçük, Hilal
dc.language.isoenen_US
dc.publisherInternational Business Researchen_US
dc.relation.ispartofInternational Business Research
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjectBrand crisisen_US
dc.subjectGreen purchase intentionsen_US
dc.subjectWill ingness to pay premiumen_US
dc.subjectTurkish consumersen_US
dc.titleThe impact of brand crisis on consumers green purchase intention and willingness to pay moreen_US
dc.typeArticle

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