نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی کارشناسی ارشد مدیریت کسب و کار، دانشگاه جندی شاپور اهواز، اهواز، ایران
2 عضو هیئت علمی گروه مدیریت بازرگانی، دانشگاه جندی شاپور اهواز، اهواز، ایران
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
The purpose of this research is to review the study of green brand pricing and its effect on competitive advantage. In fact, this study was carried out with the aim of knowing the factors affecting the perception of green value of customers and their effect on brand loyalty. These factors include product-oriented characteristics, for example, green benefits, and the company's practice in providing environmental information, for example, green transparency. Perceived green value directly affects brand loyalty and indirectly affects brand loyalty through self-brand communication. These results contribute to practical knowledge by integrating the green brand with the broad research framework of corporate social responsibility and empirically from the conceptual model proposed by Lin et al. (2011). The findings confirm that the concepts of green perceived value should be considered by all stakeholders in improving the effectiveness of communication between consumers, green brands and reducing the gap between the green needs of consumers and providers of green products and services. Basically, if manufacturers of green products want to understand customers' green value and build brand loyalty, they should invest more resources in improving their green utility programs and transparent reporting of their contribution to the environment. Two important points can be considered: first, this path is a sequential process that leads to excellent performance and competitiveness of the organization. It means that if the organization can create a sustainable competitive advantage through its merits, which is valuable for customers and is always superior to its competitors, then it has actually left a worthy performance and brought competitiveness. Second, due to the increase in environmental complexity and the intensity of competition, the competitive advantage is either easily imitated by competitors or fades in the eyes of customers and must be replaced with new advantages. Based on this, the organization should think about finding its competitive advantages.
کلیدواژهها [English]
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