EFFECTIVE FACTORS ON GREEN BRAND EQUITY FROM A RESOURCE-BASED VIEW

Drawing upon the resource-based view, this study investigates the effect of a firm’s internal resources on green brand equity. Furthermore, the study assesses the mediating role of green brand image in this relationship. This is studyusessurveys andrandomly distributed questionnaires among middle marketing managers (N=140) at low-power electronic and electric firms in Iran. The data are analyzed using structural equation modelingthrough SmartPLS software. Baron and Kenny’s (1986) procedure for examining the mediator effect is also utilized for analysis.The results show that a firm’s internal resources (environmental orientation, experiential resources and tangible resources) are positively related to green brand image. We also find that green brand image has a positive effect on green brand equity, and thatgreen brand image isa mediator in the relationship between a firm’s internal resources and its green brand equity. This research empirically examinesthe joint effect of tangible and intangible resources on a behavioral consumer variable – i.e., green brand image– in the marketing context of an organization and explains the synergistic mechanism of the effect. The pattern of relationships tested in this study is relatively novel.