WSEAS Transactions on Business and Economics
Print ISSN: 1109-9526, E-ISSN: 2224-2899
Volume 15, 2018
Impacts of Green Marketing on the Green Brand Image and Equity in Banking Sector
Authors: ,
Abstract: The objective of this study is to examine the influence of the green marketing elements to the green bank equity through the intermediary term of green brand image, well fitting the key characteristics of commercial banks in Vietnam. Results of exploratory factor analysis shows that the green marketing scale consists of three components, which are green corporate social responsibility, green product development and green internal processes. All three components have a positive impact on the green bank image which accordingly influences the green bank equity. This result implies for bank managers in making strategies to enhance brand image by increasing green components of green marketing to make positive difference in establishing their brand equity and gaining their customers’ trust.
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Pages: 452-460
WSEAS Transactions on Business and Economics, ISSN / E-ISSN: 1109-9526 / 2224-2899, Volume 15, 2018, Art. #45