EFFECTIVE BRAND MANAGEMENT IN SUSTAINABLE BUSINESS ENVIRONMENT
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Date
2018
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СДУ хабаршысы - 2018
Abstract
Abstract. This study reviewed the analyze of effect of green approach and brand awareness to customer loyalty in using green products or going green. The research was conduct in order to understand 1. How to develop a brand management in green environment ? 2. Importance of green marketing management? In this research green approach and brand awareness areindependent variables, and customer loyalty is the dependent variable, also there is mediation between customer loyalty and green approach, and mediator variable is brand awareness. To analyze my diploma work I use Quantitativeresearch, and I surveyed 70 people. Likewise, my analyze includes reliability,multicollinearity, regression and mediation analysis. To gather the needed data we used a questionnaire which has 4 sections; the first section included general questions and demographic questions, the second section question related to green approach, the third part includes questions related to brand awareness,and finally, the fourth part includes questions related to customer loyalty.Questionnaires reliability was estimated by calculating Cronbach’s Alpha, and all of them showed acceptable results. In order test the hypothesis of the research I used regression. The results show that green approach and brand awareness has an impact on customers’ loyalty. It means, through this two independent variables companies can reach a strong customer loyalty if they started to think about sustainable development
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Keywords
sustainable brand management, eco-friendly products, green
brand positioning, sustainable business, green development, customer loyalty,
brand awareness, green approach, ecolabelling, customer satisfaction., СДУ хабаршысы - 2018, №2
Citation
A. Berdenova / EFFECTIVE BRAND MANAGEMENT IN SUSTAINABLE BUSINESS ENVIRONMENT / СДУ хабаршысы - 2018