The influences of green perceived quality and green brand awareness on green brand equity: The mediation effect of green perceived risk

@article{Chen2012TheIO,
  title={The influences of green perceived quality and green brand awareness on green brand equity: The mediation effect of green perceived risk},
  author={Yu-Shan Chen and Ching-Hsun Chang},
  journal={2012 Proceedings of PICMET '12: Technology Management for Emerging Technologies},
  year={2012},
  pages={1152-1159}
}
This paper explores the relationships among green perceived quality, green brand awareness, green perceived risk, and green brand equity. The research object of this study focuses on Taiwanese consumers who have the purchase experience of information and electronics products in Taiwan. The empirical results show that green perceived quality and green brand… CONTINUE READING