Chang, Ching-Hsun; Chen, Yu-Shan - In: Quality & Quantity: International Journal of Methodology 48 (2014) 3, pp. 1753-1768
awareness, green perceived risk, and green brand equity. The research object of this study focuses on Taiwanese consumers who … perceived quality and green brand awareness would positively affect green brand equity. Furthermore, this study demonstrates … negatively affect green brand equity. The positive relationships between green brand equity and its two antecedents …