Evaluation Green Brand Equity (GBE) model (Study case; Medicinal plants research institute products)

Vazirigohar, Hamidreza; Ahadmotlaghi, Ehsan; Yaghobvand, Bahman

doi:10.22051/bmr.2024.45820.2532

Evaluation Green Brand Equity (GBE) model (Study case; Medicinal plants research institute products)

Document Type : Research Paper

Authors

¹ Payame Noor Unvierstiy

² PNU

10.22051/bmr.2024.45820.2532

Abstract

Purpose: This study looks about for developing a model for evaluating the green brand equity in the field of medicinal plants, because marketing and branding in the field of medicinal plants in the country is facing many challenges, and one of the main problems is the lack of a comprehensive model for evaluating the green brand equity in this area.

Necessity: Medicinal plants as a type of green products have received special attention in the world in recent years, because these products are compatible with the body, have fewer side effects, and are emphasized by the World Health Organization as one of main foundations of therapy in the 21st century. However, despite the favorable climatic conditions in the country, unfortunately, offering these products is mainly carried out in a traditional way without well-known and reliable brands.

Methodology: The purpose of the current research is applied research in the field of medicinal plants, which uses a mix-exploratory method to identify the components and dimensions of the evaluation model of the green brand equity. The qualitative phase begins with the identification of 54 valid sources to identify the components of the model, and then in the quantitative phase, these data are validated and abstractly classified.

Findings: The results show that the three main dimensions of the proposed model are; the cognitive or experiential dimension, the adaptive or judgmental dimension, and the relational or reactive dimension of the brand, which are not separate from each other, and are considered complementary to each other.

Conclusion and innovation: The proposed model include a combination of consumer perceptions and employee activities in determining green brand equity. Also, for the first time, three more abstract and related dimensions are introduced to evaluate green brand equity, by classifying ten frequent components in the existing models.

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