Measuring green brand equity in relationship interactions and its impact on brand loyalty

Abstract

This manuscript attempts to define the dimensions of green brand equity from the perspective of relationship interactions and explores their impacts on brand loyalty. Through a literature review and questionnaire-based research, this paper employs structural equation modeling to test the proposed model in a case study (green flooring products). The results indicate that interaction-based green brand equity is comprised of five aspects of green brands: image, reciprocity, attachment, trust, and satisfaction. The findings demonstrate that interaction-based green brand equity has a significant influence on brand loyalty. This study strengthens the understanding of interaction-based green brand equity, and also provides a perspective for interactive communication between green brands and consumers.