Does Green Image of the Franchise Lunchbox Brand Prompt Consumer Loyalty? : The Serial Mediation Effects of Brand Trust and Attachment

• 영문명: Does Green Image of the Franchise Lunchbox Brand Prompt Consumer Loyalty? : The Serial Mediation Effects of Brand Trust and Attachment
• 발행기관: 한국프랜차이즈경영학회
• 저자명: 안길석(Kil-Sunk AHN) 이의연(Eui-Yeon LEE)
• 간행물 정보: 『한국프랜차이즈경영연구』제14권 제4호, 51~65쪽, 전체 15쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2023.12.31

영문 초록

Purpose: As social interest in environmental issues increases, pro-environmental initiatives are becoming more active in many industry sectors. This study explores how a firm's perceived green brand image affects consumer loyalty through brand trust and attachment. Research design, data, and methodology: The data of 363 respondents aged 20 to 59 who purchased the franchise lunchbox in the last three months were analyzed using SPSS 25.0 and SmartPLS 4.0. Result: Green brand image affects consumer loyalty through cognitive trust, affective trust, and brand attachment. Regarding serial mediations, cognitive trust affects brand attachment only through affective trust and, in turn, consumer loyalty. Conclusions: This study employs the hierarchy of effects theory to explore the role of the perceived green image of the franchise lunchbox brand in prompting consumer loyalty through brand trust and attachment. The eco-friendly initiatives are imperative in establishing a green brand image, given their critical roles in generating consumer brand trust and attachment as well as consumer loyalty in the franchise lunchbox industry. The franchise lunchbox firms should implement environmental initiatives and effectively communicate and actively inform these initiatives to raise perceptions of green brand image and build cognitive brand trust.

목차

1. Introduction

2. Literature Review

3. Research Method

4. Results

5. Conclusion

References

키워드

Green Brand Image Cognitive Trust Affective Trust Brand Attachment Consumer Loyalty