The Influence of Brand Equity on Consumer Response toward Environmental Product Advertisements

This study reports an examination of the relationship between a three-factor brand equity measure (brand awareness, brand quality, and brand loyalty) and consumer response toward environmental product advertisements for four brands (i.e., Whole Foods, Green Works, Prius, and Volt). An online, digital survey allowed the presentation of television commercials and accompanying response measures including green brand trust, perceived ad claim believability, and attitude-toward-the-ad. Results illustrate significant relationships between brand equity with the green trust and claim believability measures, but not with attitude toward the advertisements. Analysis also illustrated the interrelationships between the response variables and showed of the brand equity dimensions, perceived brand quality, and especially brand loyalty, had significant relationships with the green brand trust and ad claim believability measures. In addition, brand image was a significant factor only for the automobile brands, indicating a possible category effect, where this brand equity factor is relevant. Results suggest that preexistent brand dispositions influence perceived environmental ad believability and trust, critical factors, which have a significant influence on message effectiveness.