Brand loyalty in green marketing : the pillar of sustainable development

• Main Authors: Neo, Lay Peng, Lim, Qi Kai, Chan, Fann Ming
• Other Authors: Lang Chin Ying, Josephine
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Business::Marketing::Environmental::Green marketing
• Online Access: http://hdl.handle.net/10356/51477
• Institution: Nanyang Technological University

This paper establishes societal, tribal and practical benefits as powerful predictors of green brand attachment and that such attachment can be moderated by a consumer’s self-concept score. The paper also addresses the possible link between brand attachment and loyalty. Past studies on this subject...