UGC Approved Journal no 63975(19)

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Published in:

Volume 5 Issue 1
January-2018
eISSN: 2349-5162

UGC and ISSN approved 7.95 impact factor UGC Approved Journal no 63975

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Published Paper ID:
JETIR1801253


Registration ID:
306417

Page Number

1374-1386

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Title

EXPLORING THE IMPACT OF GREEN MARKETING PRACTICES ON GREEN BRAND RESONANCE AND REPURCHASE BEHAVIOUR

Authors

Abstract

The main aim of this paper is to explore how higher level of green brand equity as green brand resonance is influenced by green marketing practices. The impact of green brand resonance on repurchase behaviour is also checked. Data is collected from 350 university students using green brands i.e Himalaya and VLCC. EFA and SEM methodology has been employed in the present study to analyse the data. Our results indicated positive significant relationship between green marketing practices and green brand resonance. Further green brand resonance significantly influence repurchase behaviour of the respondents. The study provides an important insights to the managers for improving their green brand resonance by employing strategically green marketing practices thereby improving their customer base, green brand image, competitiveness and profitability.

Key Words

Green marketing, brand resonance, repurchase behaviour

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"EXPLORING THE IMPACT OF GREEN MARKETING PRACTICES ON GREEN BRAND RESONANCE AND REPURCHASE BEHAVIOUR", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 1, page no.1374-1386, January-2018, Available :http://www.jetir.org/papers/JETIR1801253.pdf

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2349-5162 | Impact Factor 7.95 Calculate by Google Scholar

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 7.95 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Cite This Article

"EXPLORING THE IMPACT OF GREEN MARKETING PRACTICES ON GREEN BRAND RESONANCE AND REPURCHASE BEHAVIOUR", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 1, page no. pp1374-1386, January-2018, Available at : http://www.jetir.org/papers/JETIR1801253.pdf

Publication Details

Published Paper ID: JETIR1801253
Registration ID: 306417
Published In: Volume 5 | Issue 1 | Year January-2018
DOI (Digital Object Identifier):
Page No: 1374-1386
Country: JAMMU, J&K, India .
Area: Commerce
ISSN Number: 2349-5162
Publisher: IJ Publication


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