An expectancy model of green product consumption and green brand equity

Name: An expectancy model of green product consumption and green brand equity
Author: Arıkan, Ramazan Hamza, Jiang, C.

Title	An expectancy model of green product consumption and green brand equity
Author	Arıkan, Ramazan Hamza, Jiang, C.
Publication Date:	2018
Publication Place	- Springer
Subject	Brand equity, Ethics, Expectancy theory, Green brands, Green products, Materialism
Type	Book
Language	English
Digital	Yes
Manuscript	No
Library:	Özyeğin University
Library Asset ID	2-s2.0-85099581411
Record ID	89df90d2-4ce9-4fd0-a127-8987f21661b2
Date	2018
Sample Text	Drawing from the expectancy theory, this paper proposes a model of green product consumption and green brand equity. Consumers’ green product evaluation results in some expectations regarding their consumptions. These expectations are categorized in material and ethical outcomes and are ensued by the instrumentality effect. This effect is reflected in the possession rewards for material outcomes and in the moral rewards for ethical outcomes. Green product consumption and green brand equity is contingent on the weighted valence of the respective rewards. The paper is the first study to examine green product consumption and green brand equity from an expectancy theory perspective. © 2018, Academy of Marketing Science.

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Özyeğin University

An expectancy model of green product consumption and green brand equity

Author Arıkan, Ramazan Hamza, Jiang, C.

Publication Date 2018

Publication Place - Springer

Subject Brand equity, Ethics, Expectancy theory, Green brands, Green products, Materialism

Type Book

Language English

Digital Yes

Manuscript No

Library Özyeğin University

Library Asset ID 2-s2.0-85099581411

Record ID 89df90d2-4ce9-4fd0-a127-8987f21661b2

Date 2018

Sample Text Drawing from the expectancy theory, this paper proposes a model of green product consumption and green brand equity. Consumers’ green product evaluation results in some expectations regarding their consumptions. These expectations are categorized in material and ethical outcomes and are ensued by the instrumentality effect. This effect is reflected in the possession rewards for material outcomes and in the moral rewards for ethical outcomes. Green product consumption and green brand equity is contingent on the weighted valence of the respective rewards. The paper is the first study to examine green product consumption and green brand equity from an expectancy theory perspective. © 2018, Academy of Marketing Science.