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The Impact of Cosmopolitanism, Global Self-identity, and Online Communities on the Customer Based Brand Equity (CBBE) of Green Products: An Evidence from the University Students of UAE

Author

Listed:
  • Hummayoun Naeem

    (Faculty of Management Sciences, Shaheed Zulfikar Ali Bhutto Institute of Science and Technology, SZABIST, Dubai Intl Academic City, UAE)

  • Huda Syed

    (Faculty of Management Sciences, Shaheed Zulfikar Ali Bhutto Institute of Science and Technology, SZABIST, Dubai Intl Academic City, UAE)

  • Anooshay Hummayoun

    (Nawaz Sharif Medical College, University of Gujrat, Pakistan)

  • Shanzay Hummayoun

    (Foundation University Medical College, Islamabad, Pakistan)

  • Shumaila Humayun

    (Foundation University Medical College, Islamabad, Pakistan)

  • Fakiha Zahid

    (Faculty of Management Sciences, Shaheed Zulfikar Ali Bhutto Institute of Science and Technology, SZABIST, Dubai Intl Academic City, UAE)

  • Suhaymah Ashraf

    (Faculty of Management Sciences, Shaheed Zulfikar Ali Bhutto Institute of Science and Technology, SZABIST, Dubai Intl Academic City, UAE)

Abstract

Main objective of this research was to analyze the impact of Cosmopolitanism, Global Self-identity, and Online Communities on the Customer Based Brand Equity (CBBE) of Green Products in the university students of UAE. A convenient sample of 127 university students was drawn for this empirical investigation. The Tool for data collection was developed from the past researches (Kautish and Sharma, 2019, and Patel, Trivedi, and Yagnik, 2020). The tool, then, was converted into Google form and the link circulated among the students of Dubai Intl Academic City. Gathered sets of data were entered into SPSS then exported to SMART PLS-4 for analysis. The Smart PLS picked 100 valid observations for further analysis. Analysis based on Structural Equation Modeling was performed through Smart PLS. Based on the study findings, it was concluded that Cosmopolitanism and Online Communities indicate a positive association with the Customer based Brand Equity of University students towards green products. Whereas Global Self Identity is indicating a relatively stronger positive association with the CBBE for green products among university students.

Suggested Citation

  • Hummayoun Naeem & Huda Syed & Anooshay Hummayoun & Shanzay Hummayoun & Shumaila Humayun & Fakiha Zahid & Suhaymah Ashraf, 2023. "The Impact of Cosmopolitanism, Global Self-identity, and Online Communities on the Customer Based Brand Equity (CBBE) of Green Products: An Evidence from the University Students of UAE," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 12(4), pages 299-304.
    • Handle: RePEc:rfh:bbejor:v:12:y:2023:i:4:p:299-304
    DOI: https://doi.org/10.61506/01.00121
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    References listed on IDEAS

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    1. Sreen, Naman & Purbey, Shankar & Sadarangani, Pradip, 2018. "Impact of culture, behavior and gender on green purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 177-189.
    2. Patel, Jayesh D. & Trivedi, Rohit H. & Yagnik, Arpan, 2020. "Self-identity and internal environmental locus of control: Comparing their influences on green purchase intentions in high-context versus low-context cultures," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    3. Jaiswal, Deepak & Kant, Rishi, 2018. "Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 60-69.
    4. Ankur Srivastava & Nitin Gupta & Nripendra P. Rana, 2021. "Influence of consumer cosmopolitanism on purchase intention of foreign vs local brands: a developing country perspective," International Journal of Emerging Markets, Emerald Group Publishing Limited, vol. 18(9), pages 2301-2325, July.
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