Brand Equity of Green Products through Customer Trust and Customer Value

被引：0

作者：

Diryana, Ivan ^{[1
]}

Kurniawan, Gatot Iwan ^{[1
]}

机构：

[1] STIE Ekuitas, Bandung 40124, Indonesia

来源：

PROCEEDINGS OF THE INTERNATIONAL CONFERENCE ON ECONOMICS AND BANKING 2015 | 2015年 / 5卷

关键词：

Customer Trust; Customer Value; Brand Equity; Green Products; SATISFACTION; QUALITY; LOYALTY;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The increasing demand of enviromentaly friendly products makes a lot of company produce more products with green atribute. Yet not all of those products really have a significant impact on the environment. Greenwashing or an act of misleading the consumer become more common thus affecting customer trust on all green products including those real green company. Trust become more important in green products, this paper is trying to give a glimpse on how to increase trust for green products using customer value. Also how much customer trust give an impact on brand equity of green products.

引用

页码：372 / 378

页数：7

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