Effects of green brand image On Green brand Equity (Case study: Representative household appliances Customer and household appliances Customers of chain stores of city of Sanandaj)

Abstract

The purpose of this study was to identify the effects of green brand image on the green brand equity in the customers of appliance dealer's representation and appliance dealers in the chain department stores of Sanandaj. Research variables selected from Yushan Chen (2010) study. A questionnaire was used to measure theses dimensions that have been confirmed by experts and had 24 indices. It is a descriptive, and correlation study. We have used random sampling. The population consisted of 384 customers of appliance dealers' representation and appliance dealers in the chain department stores of Sanandaj. The results indicate that green brand image has significant direct effect on the satisfaction Variables green, green trust, green brand equity. Also, green satisfaction and green trust variables have direct effects on Green brand equity. Brand Samsung at image brands Green has the highest score.

Keywords

• appliance dealers
• green brand equity
• green brand image
• Sanandaj
• Structural equation modeling