Purpose: The purpose of this paper is to investigate the formation of green brand image through customers’ perceptions of the functional and emotional benefits associated with green brands and the influence of green brand image on purchase behavioural response. Additionally, the influence of a moderating variable (green perceived risk) on this formation process is examined. Design/methodology/approach: Data were collected using an online survey administered to a consumer panel in China. Structural equation modelling was used to test the conceptual model. Findings: The results demonstrate that the provision of utilitarian benefits and self-expressive benefits directly enhance the brand’s green image. Also, utilitarian benefits and green brand image have direct influences on green brand loyalty. Green perceived risk negatively moderates the relationship between utilitarian benefits and green brand image. Research limitations/implications: This study extends previous research by examining the development of green brand image and investigating the moderating role of green perceived risk in this process. Also, this study enriches research on green brand and corporate branding by investigating the relationship between green brand image and brand loyalty. Originality/value: Although previous research has examined how perceived benefits influence the development of corporate brand image, the issue has not been investigated from a green branding perspective. Moreover, the moderating role of green perceived risk in the formation of green brand image has not been explored, despite the concerns relating to greenwash which have been raised in several green brand studies. Finally, green brand image was found to be a strong antecedent of brand loyalty, besides the predominant elements of green trust and green satisfaction.

Purpose: The purpose of this study is to investigate the role of perceived value and innovativeness (service concept newness and relative advantage) in promoting customer brand engagement behaviors (CBEBs) and brand loyalty. Design/methodology/approach: The conceptual model was empirically tested using nationwide survey data from 430 customers of Uber in Australia. The data were analyzed using structural equation modeling. Findings: The results of this study show that collecting brand information is positively influenced by perceived value, service concept newness and relative advantage. Participating in brand marketing activities is positively influenced by service concept newness and relative advantage. Interacting with others is positively influenced by perceived value and service concept newness. Subsequently, brand loyalty is positively influenced by participating in brand marketing activities and interacting with others. The direct impacts of perceived value and relative advantage on brand loyalty are also established. Research limitations/implications: This study only collected data from Uber customers. Another limitation of this study is the use of cross-sectional data. Practical implications: To promote brand loyalty, service innovation needs to have both the right characteristics (i.e. perceived value, service concept newness and relative advantage) and practices that foster customer brand engagement behaviors. Originality/value: Although service-dominant logic (SDL) is a theoretical lens used by research in the areas of service innovation and customer engagement, empirical studies that integrate the two areas remain limited. The findings of this study suggest a new mechanism in which service innovation can increase loyalty through increased CBEBs.

This study aims to investigate the impact of desired self-identity, green perceived value and altruistic values on brand loyalty towards green brands (i.e., electric and hybrid cars) and the mediating role of customer engagement behavior on these relationships. Further, this study proposes that greenwashing perception, which can be defined as consumers perceiving organizations to be dishonest about their environmental claims, moderates the indirect effect of desired self-identity, green perceived value and altruistic values on brand loyalty via customer engagement behavior. Data were collected from a nationwide online survey of 170 customers who have purchased and used electric and hybrid cars. Partial least squares structural equation modeling (PLS-SEM) using Smart-PLS and PROCESS were employed to test the hypotheses. This study’s findings indicate that desired self-identity, green perceived value and altruistic values positively influence consumer engagement behavior with the focal green car brands. Further, the mediating effect of customer engagement behavior on brand loyalty was generally found. Additionally, greenwashing perception was found to moderate the indirect effect of desired self-identity and altruistic values on brand loyalty via customer engagement behavior. The indirect effect of desired self-identity and altruistic values on brand loyalty via consumer engagement behavior was stronger at lower levels of greenwashing perception than at higher levels. This study offers key managerial implications on how green brands can promote customer engagement behavior and brand loyalty.

Purpose: The purpose of this paper is to test the impact of power (coercive and non-coercive) on supply chain (SC) relationship success. In particular, this paper aims to examine the moderating effect of relationship quality (RQ) on the associations between power bases and relationship success. In turn, RQ and relationship success can impact the operational performance of the suppliers.Design/methodology/approach: A survey of 284 Australian suppliers (growers of organic fruits and vegetables) was conducted to elucidate the associations among power, RQ, relationship success and operational performance.Findings: RQ was found to only moderate the positive relationship between non-coercive power and relationship success. Moreover, RQ and relationship success were positively related to the suppliers’ operational performance. The findings conform those of previous research in which coercive power is negatively related to the supplier’s perception of relationship success while non-coercive power is positively related to the supplier’s perception of relationship success. Relationship success was found to mediate the relationships between the power bases and operational performance.Research limitations: This study only collected data from one-side of the dyad (the suppliers). Another potential limitation is the existence of respondent bias, which can arise when a single respondent is asked to assess both the nature of the relationship and the performance outcomes of the relationship.Practical implications: This study highlights the importance for managers to understand the dynamic shaping relationships when they want to signal their influence and RQ in inter-firm relationships associated with the SCs.Originality/value: This study applies signaling theory as an alternative theoretical lens that looks into the moderating role of RQ on the associations between power bases and relationship success in the SC. This study argues that when the buyer increasingly develops RQ, the effect of non-coercive power on relationship success diminishes. Both RQ and relationship success positively influence the supplier’s operational performance.

Purpose: This study empirically examines a set of drivers (i.e. social media involvement, self-brand congruence, firm image and relationship age) of consumers’ social media brand engagement (SMBE), which subsequently influences consumer outcomes (i.e. consumer satisfaction, brand trust and perceived value).Design/methodology/approach: Data were collected using a self-administered online survey of 340 social media users. Structural equation modelling was employed to test the conceptual model.Findings: Findings indicate that social media involvement, self-brand congruence and firm image are significant drivers of SMBE, while relationship age is not. SMBE subsequently impacts consumer satisfaction, brand trust and perceived value.Research limitations/implications: This study contains some limitations associated with cross-sectional research. It does not investigate consumer engagement with other entities (e.g. other commercial brands) through the use of social media.Practical implications: These findings call for marketing managers and social media brand managers to pay attention and invest resources in the significant drivers of SMBE. They also provide insights on enhancing SMBE to strengthen consumer–brand relationships.Originality/value: Based on consumer–brand relationship marketing and consumer psychology of brands, this study investigates brand-related relational drivers and outcomes of SMBE, thereby deepening understanding of consumer engagement in digital environments.