WSEAS Transactions on Business and Economics


Print ISSN: 1109-9526
E-ISSN: 2224-2899

Volume 15, 2018

Notice: As of 2014 and for the forthcoming years, the publication frequency/periodicity of WSEAS Journals is adapted to the 'continuously updated' model. What this means is that instead of being separated into issues, new papers will be added on a continuous basis, allowing a more regular flow and shorter publication times. The papers will appear in reverse order, therefore the most recent one will be on top.

Volume 15, 2018


Impacts of Green Marketing on the Green Brand Image and Equity in Banking Sector

AUTHORS: Nga T. H. Nguyen, Diep T. N. Nguyen

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ABSTRACT: The objective of this study is to examine the influence of the green marketing elements to the green bank equity through the intermediary term of green brand image, well fitting the key characteristics of commercial banks in Vietnam. Results of exploratory factor analysis shows that the green marketing scale consists of three components, which are green corporate social responsibility, green product development and green internal processes. All three components have a positive impact on the green bank image which accordingly influences the green bank equity. This result implies for bank managers in making strategies to enhance brand image by increasing green components of green marketing to make positive difference in establishing their brand equity and gaining their customers’ trust.

KEYWORDS: green brand, green marketing, commercial bank, Vietnam

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WSEAS Transactions on Business and Economics, ISSN / E-ISSN: 1109-9526 / 2224-2899, Volume 15, 2018, Art. #45, pp. 452-460


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