Published May 24, 2024
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YOUTHS' WORD-OF-MOUTH IN A DEVELOPING COUNTRY: ROLES OF GREEN PROMOTION AND GREEN BRAND LOYALTY
- 1. Duy Tan University
- 2. Thuongmai University
- 3. Hanoi University of Science and Technology
Description
Purpose – This paper investigates the mediating role of green brand loyalty between green brand image and word-of-mouth (WoM) and the moderating role of green promotion and brand social responsibility among Vietnamese youth. Research methodology – Using an online questionnaire from 1st October 2022 to 31st December 2022, 740 valid responses were collected. Findings – The study reveals that green brand loyalty mediates the relationship between brand trust and WoM. Additionally, green promotion significantly moderates the relationship between brand trust and green brand loyalty. The study concludes that green promotion is vital in influencing consumers' trust in the brand, subsequently increasing their loyalty. Research limitations – This study has not categorized the groups of environmentally friendly products used by young Vietnamese to see if there is a difference. Practical implications – These results provide significant implications for brand managers to enhance the effectiveness of WoM. Originality/Value – Green promotion is an effective strategy for brands to regain consumers' loyalty and maintain a close relationship between consumers and green brands. Additionally, green brand loyalty emphasizes the significance of green promotion for developing green companies and can serve as a conduit between customers and brands.
Translated Descriptions
⚠️
This is an automatic machine translation with an accuracy of 90-95%
Translated Description (Arabic)
الغرض – تبحث هذه الورقة في الدور الوسيط للولاء للعلامة التجارية الخضراء بين صورة العلامة التجارية الخضراء والكلام الشفهي (WoM) والدور المعتدل للترويج الأخضر والمسؤولية الاجتماعية للعلامة التجارية بين الشباب الفيتنامي. منهجية البحث – باستخدام استبيان عبر الإنترنت من 1 أكتوبر 2022 إلى 31 ديسمبر 2022، تم جمع 740 إجابة صالحة. النتائج – تكشف الدراسة أن الولاء للعلامة التجارية الخضراء يتوسط العلاقة بين ثقة العلامة التجارية و WoM. بالإضافة إلى ذلك، فإن الترويج الأخضر يخفف بشكل كبير من العلاقة بين ثقة العلامة التجارية والولاء للعلامة التجارية الخضراء. وخلصت الدراسة إلى أن الترويج الأخضر أمر حيوي في التأثير على ثقة المستهلكين في العلامة التجارية، وبالتالي زيادة ولائهم. قيود البحث – لم تصنف هذه الدراسة مجموعات المنتجات الصديقة للبيئة التي يستخدمها الشباب الفيتنامي لمعرفة ما إذا كان هناك فرق. الآثار العملية – توفر هذه النتائج آثارًا كبيرة على مديري العلامات التجارية لتعزيز فعالية WoM. الأصالة/القيمة – الترويج الأخضر هو استراتيجية فعالة للعلامات التجارية لاستعادة ولاء المستهلكين والحفاظ على علاقة وثيقة بين المستهلكين والعلامات التجارية الخضراء. بالإضافة إلى ذلك، يؤكد الولاء للعلامة التجارية الخضراء على أهمية الترويج الأخضر لتطوير الشركات الخضراء ويمكن أن يكون بمثابة قناة بين العملاء والعلامات التجارية.Translated Description (English)
Purpose – This paper investigates the mediating role of green brand loyalty between green brand image and word-of-mouth (WoM) and the moderating role of green promotion and brand social responsibility among Vietnamese youth. Research methodology – Using an online questionnaire from 1st October 2022 to 31st December 2022, 740 valid responses were collected. Findings – The study reveals that green brand loyalty mediates the relationship between brand trust and WoM. In addition, green promotion significantly moderates the relationship between brand trust and green brand loyalty. The study concludes that green promotion is vital in influencing consumers' trust in the brand, subsequently increasing their loyalty. Research limitations – This study has not categorized the groups of environmentally friendly products used by young Vietnamese to see if there is a difference. Practical implications – These results provide significant implications for brand managers to enhance the effectiveness of WoM. Originality/Value – Green promotion is an effective strategy for brands to regain consumers' loyalty and maintain a close relationship between consumers and green brands. In addition, green brand loyalty emphasizes the significance of green promotion for developing green companies and can serve as a conduit between customers and brands.Translated Description (French)
Objectif – Ce document examine le rôle médiateur de la loyauté de la marque verte entre l'image de marque verte et le mot de bouche (WoM) et le rôle modérateur de la promotion verte et de la responsabilité sociale de la marque auprès de la jeunesse vietnamienne. Méthodologie de recherche – En utilisant un questionnaire en ligne du 1er octobre 2022 au 31 décembre 2022, 740 réponses valides ont été collectées. Findings – The study reveals that green brand loyalty mediates the relationhip between brand trust and WoM. Additionally, green promotion significantly moderates the relationship between brand trust and green brand loyalty. L'étude conclut que la promotion verte est vitale pour influencer la confiance des consommateurs dans la marque, augmentant subsequently leur loyauté. Limites de recherche – Cette étude n'a pas classé les groupes de produits respectueux de l'environnement utilisés par les jeunes vietnamiens pour voir s'il y a une différence. Implications pratiques – Ces résultats fournissent des implications significatives pour les gestionnaires de marque afin d'améliorer l'efficacité de la gestion des stocks. Originality/Value – Green promotion is an effective strategy for brands to regain consumers' loyalty and maintain a close relationship between consumers and green brands. Additionally, green brand loyalty emphasizes the significance of green promotion for developing green companies and can serve as a conduit between customers and brands.Translated Description (Spanish)
Propósito – Este documento investiga el papel mediático de la lealtad a la marca verde entre la imagen de marca verde y la palabra de boca (WoM) y el papel moderado de la promoción verde y la responsabilidad social de la marca entre los jóvenes vietnamitas. Research methodology – Using an online questionnaire from 1st October 2022 to 31st December 2022, 740 valid responses were collected. Findings – The study reveals that green brand loyalty mediates the relationship between brand trust and WoM. Adicionalmente, la promoción verde significativamente modera la relación entre la confianza de la marca y la lealtad de la marca verde. The study concludes that green promotion is vital in influencing consumers' trust in the brand, subsequently increasing their loyalty. Research limitations – This study has not categorized the groups of environmentally friendly products used by young Vietnamese to see if there is a difference. Practical implications – These results provide significant implications for brand managers to enhance the effectiveness of WoM. Originality/Value – Green promotion is an effective strategy for brands to regain consumers' loyalty and maintain a close relationship between consumers and green brands. Additionally, green brand loyalty emphasizes the significance of green promotion for developing green companies and can serve as a conduit between customers and brands.Files
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Additional details
Additional titles
- Translated title (Arabic)
- YOUTHS' WORD - OF - MOUTH في بلد نام: أدوار الترويج الأخضر والولاء الأخضر للعلامة التجارية
- Translated title (English)
- YOUTHS' WORD-OF-MOUTH IN A DEVELOPING COUNTRY: ROLES OF GREEN PROMOTION AND GREEN BRAND LOYALTY
- Translated title (French)
- YOUTHS'WORD-OF-MOUTH IN A DEVELOPING COUNTRY : ROLES OF GREEN PROMOTION AND GREEN BRAND LOYALTY
- Translated title (Spanish)
- YOUTHS' WORD-OF-MOUTH IN A DEVELOPING COUNTRY: ROLES OF GREEN PROMOTION AND GREEN BRAND LOYALTY
Identifiers
- Other
- https://openalex.org/W4398767570
- DOI
- 10.3846/bmee.2024.19873
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