Title of article
Investigating the effects of green marketing on development of brand fascination
Author/Authors
Abbasi، Hamed نويسنده Department of Management, Tehran Central Branch, Islamic Azad University, Central, Iran , , Abbasi، Hamid Reza نويسنده , , Faraji، Ashkan نويسنده Department of Management and Accounting, South Branch, Islamic Azad University, Tehran, Iran , , Hajirasouliha، Mahsan نويسنده Department of Management, Islamic Azad University, South Tehran Branch, Tehran, Iran ,
Issue Information
ماهنامه با شماره پیاپی 29 سال 2014
Pages
4
From page
921
To page
924
Abstract
This paper investigates the effects of different green marketing on brand fascination for a south Korean electronic producer, Samsung. The proposed study designs two questionnaires, one for measuring the effects of green marketing and the other for brand fascination in Likert scale. Cronbach alphas for green marketing and brand fascination are calculated as 0.72 and 0.79, respectively. The study has been implemented among 385 regular customers of Samsung’s electronic devices. Using Spearman correlation ratio as well as stepwise regression analysis, the study has concluded that two components of green marketing including green product and green promotion influence positively on brand fascination, positively.
Journal title
Management Science Letters
Serial Year
2014
Journal title
Management Science Letters
Record number
1150606
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