Green Brand Benefits in Air Transportation and the Effect of Green Brand Image on Brand Loyalty

Canan Yılmaz Uz

Green Brand Benefits in Air Transportation and the Effect of Green Brand Image on Brand Loyalty

Abstract

In line with increasing environmental awareness, the effects of brands' utilitarian benefits and self-expression benefits on green brand image and brand loyalty have been investigated. In addition, it is aimed to reveal the effect of green brand image on brand loyalty and the effect of perceived green risk by the consumer on both brand image and brand loyalty. The fully structured questionnaire, which was easily applied by sampling, was announced to the students in the Iskenderun district via social media and 241 responses were received. The results show that utilitarian benefit and self-expression benefit are significant in the formation of green brand image and besides, utilitarian benefits, self-expression benefits, and green brand image have a direct effect on brand loyalty. No relationship was found among perceived green risk and green brand image and brand loyalty.

Keywords

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Details

Primary Language

English

Subjects

Air Transportation and Freight Services

Journal Section

Research Article

Authors

Canan Yılmaz Uz ^*
Türkiye

Publication Date

December 31, 2022

Submission Date

October 25, 2022

Acceptance Date

December 12, 2022

Published in Issue

Year 2022 Volume: 2 Number: 2

IZ

https://izlik.org/JA74KM74XA

Cite

RIS / Bibtex

APA

Yılmaz Uz, C. (2022). Green Brand Benefits in Air Transportation and the Effect of Green Brand Image on Brand Loyalty. Research in Aviation Management (RAM), 2(2), 28-37. https://izlik.org/JA74KM74XA

AMA

1.Yılmaz Uz C. Green Brand Benefits in Air Transportation and the Effect of Green Brand Image on Brand Loyalty. Research in Aviation Management (RAM). 2022;2(2):28-37. https://izlik.org/JA74KM74XA

Chicago

Yılmaz Uz, Canan. 2022. “Green Brand Benefits in Air Transportation and the Effect of Green Brand Image on Brand Loyalty”. Research in Aviation Management (RAM) 2 (2): 28-37. https://izlik.org/JA74KM74XA.

EndNote

Yılmaz Uz C (December 1, 2022) Green Brand Benefits in Air Transportation and the Effect of Green Brand Image on Brand Loyalty. Research in Aviation Management (RAM) 2 2 28–37.

IEEE

[1]C. Yılmaz Uz, “Green Brand Benefits in Air Transportation and the Effect of Green Brand Image on Brand Loyalty”, Research in Aviation Management (RAM), vol. 2, no. 2, pp. 28–37, Dec. 2022, [Online]. Available: https://izlik.org/JA74KM74XA

ISNAD

Yılmaz Uz, Canan. “Green Brand Benefits in Air Transportation and the Effect of Green Brand Image on Brand Loyalty”. Research in Aviation Management (RAM) 2/2 (December 1, 2022): 28-37. https://izlik.org/JA74KM74XA.

JAMA

1.Yılmaz Uz C. Green Brand Benefits in Air Transportation and the Effect of Green Brand Image on Brand Loyalty. Research in Aviation Management (RAM). 2022;2:28–37.

MLA

Yılmaz Uz, Canan. “Green Brand Benefits in Air Transportation and the Effect of Green Brand Image on Brand Loyalty”. Research in Aviation Management (RAM), vol. 2, no. 2, Dec. 2022, pp. 28-37, https://izlik.org/JA74KM74XA.

Vancouver

1.Canan Yılmaz Uz. Green Brand Benefits in Air Transportation and the Effect of Green Brand Image on Brand Loyalty. Research in Aviation Management (RAM) [Internet]. 2022 Dec. 1;2(2):28-37. Available from: https://izlik.org/JA74KM74XA