Main Article Content
Abstract
Claim “go-green” continuously used in green marketing to emphasize the attributes of green product and with the aim of developing a green brand. The strength of a green brand reflects in its green brand equity. This study seeks to explore the relationship between green brand equity and its four proposed antecedents, namely the green brand image, green satisfaction, green trust and green brand perceived value. This research used a quantitative approach with self administered survey through an online and offline survey. Data were collected from 303 consumers of green cosmetics. The hypothesis was tested using multiple regression using SPSS 25. The results showed that green brand image, green satisfaction, green trust and green brand perceived value have a positive effect on green brand equity. Hence, investing in resources that increase these antecedents will enhance green brand equity.
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References
- Aaker, D. a. (1991). Managing Brand Equity. Journal of Marketing.
- Arief, A.M (2019), Industri Kosmetik tetap Tumbuh Cantik. Diakses dari https://ekonomi.bisnis.com/read/20191018/257/1160664/industri-kosmetika-tetap-tumbuh-cantik, diakses tanggal 27 februari 2020
- Baldauf, A., Cravens, K. S., & Binder, G. (2003). Performance consequences of brand equity management: Evidence from organizations in the value chain. Journal of Product & Brand Management.
- Bekk, M., Spörrle, M., Hedjasie, R., & Kerschreiter, R. (2016). Greening the competitive advantage: antecedents and consequences of green brand equity. Quality and Quantity.
- Buil, I., Martínez, E., & de Chernatony, L. (2013). The influence of brand equity on consumer responses. Journal of Consumer Marketing.
- Chang, H. H., & Liu, Y. M. (2009). The impact of brand equity on brand preference and purchase intentions in the service industries. Service Industries Journal.
- Chen, Y. S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics.
- Chen, Y. S., & Chang, C. H. (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management Decision.
- Chris A. Myers. (2003). Managing brand equity: a look at the impact of attributes. Journal of Product & Brand Management .
- Cooper, D. R., & Schindler, P. S. (2014). Business Research Methods 12th Edition. Business Research Methods.
- Delafrooz, N., & Goli, A. (2015). The factors affecting the green brand equity of electronic products: Green marketing. Cogent Business and Management.
- Delgado-Ballester, E., & Munuera-Alemán, J. L. (2005). Does brand trust matter to brand equity? Journal of Product and Brand Management.
- Faircloth, J. B., Capella, L. M., & Alford, B. L. (2001). The Effect of Brand Attitude and Brand Image on Brand Equity. Journal of Marketing Theory and Practice.
- Ferdinand, A. (2011). Metode Penelitian Manajemen Pedoman Penelitian untuk Penulisan Skripsi Tesis dan disertai Ilmu Manajemen. Semarang: Universitas Diponegoro.
- Hair, Jr, J. F. (2015). Essentials of Business Research Methods. Essentials of Business Research Methods.
- Huang, Y. C., Yang, M., & Wang, Y. C. (2014). Effects of green brand on green purchase intention. Marketing Intelligence and Planning.
- Jahanzeb, S., Fatima, T., & Butt, M. M. (2013). How service quality influences brand equity: The dual mediating role of perceived value and corporate credibility. International Journal of Bank Marketing.
- Kang, S., & Hur, W. M. (2012). Investigating the Antecedents of Green Brand Equity: A Sustainable Development Perspective. Corporate Social Responsibility and Environmental Management.
- Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing.
- Kementerian Perindustrian (2018), Industri Kosmetik Nasional Tumbuh 20%. Diakses dari https://kemenperin.go.id/artikel/18957/Industri-Kosmetik-Nasional-Tumbuh-20, diakses tanggal 20 februari 2020
- Konuk, F. A., Rahman, S. U., & Salo, J. (2015). Antecedents of green behavioral intentions: A cross-country study of Turkey, Finland and Pakistan. International Journal of Consumer Studies.
- Kotler, P., & Keller, K. L. (2016). Marketing Management 15/e. Prentice Hall.
- Lassar, W., Mittal, B., & Sharma, A. (1995). Measuring customer-based brand equity. Journal of Consumer Marketing.
- Malik, M. (2015). Value-Enhancing Capabilities of CSR: A Brief Review of Contemporary Literature. Journal of Business Ethics.
- Mourad, M., & Ahmed, Y. S. E. (2012). Perception of green brand in an emerging innovative market. European Journal of Innovation Management.
- Ng, P. F., Butt, M. M., Khong, K. W., & Ong, F. S. (2014). Antecedents of Green Brand Equity: An Integrated Approach. Journal of Business Ethics.
- Nielsen. (2015). Green Generation: Millennials say sustainability is a shopping priority. The Nielsen Global Survey of Corporate Social Responsibility and Sustainability.
- Nielsen N.V (2015), Sustainability Terus Memiliki Momentum Tersendiri Bagi Konsumen Asia Tenggara. Diakses dari http://www.nielsen.com/id/en/press-room/2015/SUSTAINABILITY-TERUS-MEMILIKI-MOMENTUM-TERSENDIRI-BAGI-KONSUMEN-ASIA-TENGGARA.html, diakses tanggal 20 februari 2020
- Okezone (2012), Kosmetik “Hijau” Bukan Mimpi. Diakses dari http://lifestyle.okezone.com/read/2012/03/12/28/591564/kosmetik-hijau-bukan-mimpi, diakses tanggal 27 februari 2020
- Ottman, J. A. (2007). Green Marketing: Challenges and Opportunities for the New Marketing Age. Journal of the Academy of Marketing Science.
- Pappu, R., Cooksey, R. W., & Quester, P. G. (2005). Consumer-based brand equity: improving the measurement – empirical evidence. Journal of Product & Brand Management.
- Smith, D. C., & Aaker, D. A. (1992). Managing Brand Equity: Capitalizing on the Value of a Brand Name. Journal of Marketing.
- Yam-Tang, E. P. y., & Chan, R. Y. k. (1998). Purchasing behaviours and perceptions of environmentally harmful products. Marketing Intelligence & Planning.
- Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research.
References
Aaker, D. a. (1991). Managing Brand Equity. Journal of Marketing.
Arief, A.M (2019), Industri Kosmetik tetap Tumbuh Cantik. Diakses dari https://ekonomi.bisnis.com/read/20191018/257/1160664/industri-kosmetika-tetap-tumbuh-cantik, diakses tanggal 27 februari 2020
Baldauf, A., Cravens, K. S., & Binder, G. (2003). Performance consequences of brand equity management: Evidence from organizations in the value chain. Journal of Product & Brand Management.
Bekk, M., Spörrle, M., Hedjasie, R., & Kerschreiter, R. (2016). Greening the competitive advantage: antecedents and consequences of green brand equity. Quality and Quantity.
Buil, I., Martínez, E., & de Chernatony, L. (2013). The influence of brand equity on consumer responses. Journal of Consumer Marketing.
Chang, H. H., & Liu, Y. M. (2009). The impact of brand equity on brand preference and purchase intentions in the service industries. Service Industries Journal.
Chen, Y. S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics.
Chen, Y. S., & Chang, C. H. (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management Decision.
Chris A. Myers. (2003). Managing brand equity: a look at the impact of attributes. Journal of Product & Brand Management .
Cooper, D. R., & Schindler, P. S. (2014). Business Research Methods 12th Edition. Business Research Methods.
Delafrooz, N., & Goli, A. (2015). The factors affecting the green brand equity of electronic products: Green marketing. Cogent Business and Management.
Delgado-Ballester, E., & Munuera-Alemán, J. L. (2005). Does brand trust matter to brand equity? Journal of Product and Brand Management.
Faircloth, J. B., Capella, L. M., & Alford, B. L. (2001). The Effect of Brand Attitude and Brand Image on Brand Equity. Journal of Marketing Theory and Practice.
Ferdinand, A. (2011). Metode Penelitian Manajemen Pedoman Penelitian untuk Penulisan Skripsi Tesis dan disertai Ilmu Manajemen. Semarang: Universitas Diponegoro.
Hair, Jr, J. F. (2015). Essentials of Business Research Methods. Essentials of Business Research Methods.
Huang, Y. C., Yang, M., & Wang, Y. C. (2014). Effects of green brand on green purchase intention. Marketing Intelligence and Planning.
Jahanzeb, S., Fatima, T., & Butt, M. M. (2013). How service quality influences brand equity: The dual mediating role of perceived value and corporate credibility. International Journal of Bank Marketing.
Kang, S., & Hur, W. M. (2012). Investigating the Antecedents of Green Brand Equity: A Sustainable Development Perspective. Corporate Social Responsibility and Environmental Management.
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing.
Kementerian Perindustrian (2018), Industri Kosmetik Nasional Tumbuh 20%. Diakses dari https://kemenperin.go.id/artikel/18957/Industri-Kosmetik-Nasional-Tumbuh-20, diakses tanggal 20 februari 2020
Konuk, F. A., Rahman, S. U., & Salo, J. (2015). Antecedents of green behavioral intentions: A cross-country study of Turkey, Finland and Pakistan. International Journal of Consumer Studies.
Kotler, P., & Keller, K. L. (2016). Marketing Management 15/e. Prentice Hall.
Lassar, W., Mittal, B., & Sharma, A. (1995). Measuring customer-based brand equity. Journal of Consumer Marketing.
Malik, M. (2015). Value-Enhancing Capabilities of CSR: A Brief Review of Contemporary Literature. Journal of Business Ethics.
Mourad, M., & Ahmed, Y. S. E. (2012). Perception of green brand in an emerging innovative market. European Journal of Innovation Management.
Ng, P. F., Butt, M. M., Khong, K. W., & Ong, F. S. (2014). Antecedents of Green Brand Equity: An Integrated Approach. Journal of Business Ethics.
Nielsen. (2015). Green Generation: Millennials say sustainability is a shopping priority. The Nielsen Global Survey of Corporate Social Responsibility and Sustainability.
Nielsen N.V (2015), Sustainability Terus Memiliki Momentum Tersendiri Bagi Konsumen Asia Tenggara. Diakses dari http://www.nielsen.com/id/en/press-room/2015/SUSTAINABILITY-TERUS-MEMILIKI-MOMENTUM-TERSENDIRI-BAGI-KONSUMEN-ASIA-TENGGARA.html, diakses tanggal 20 februari 2020
Okezone (2012), Kosmetik “Hijau” Bukan Mimpi. Diakses dari http://lifestyle.okezone.com/read/2012/03/12/28/591564/kosmetik-hijau-bukan-mimpi, diakses tanggal 27 februari 2020
Ottman, J. A. (2007). Green Marketing: Challenges and Opportunities for the New Marketing Age. Journal of the Academy of Marketing Science.
Pappu, R., Cooksey, R. W., & Quester, P. G. (2005). Consumer-based brand equity: improving the measurement – empirical evidence. Journal of Product & Brand Management.
Smith, D. C., & Aaker, D. A. (1992). Managing Brand Equity: Capitalizing on the Value of a Brand Name. Journal of Marketing.
Yam-Tang, E. P. y., & Chan, R. Y. k. (1998). Purchasing behaviours and perceptions of environmentally harmful products. Marketing Intelligence & Planning.
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research.