What does this research mean for the field?

Green marketing positively influences brand loyalty, and corporate social responsibility significantly mediates the relationship between green marketing and corporate reputation in the manufacturing sector. Novelty: ClaimNovelty.INCREMENTAL. Consensus alignment: ConsensusAlignment.NEUTRAL.

What question did this study set out to answer?

This study aims to explore how green marketing affects brand equity and corporate reputation, with CSR mediating this relationship.

May 21, 2026Agribusiness

The Role of Green Marketing and Corporate Social Responsibility in Enhancing Brand Equity and Corporate Reputation: An Empirical Study

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This study aims to explore how green marketing affects brand equity and corporate reputation, with CSR mediating this relationship.
Data collected from 341 employees, consumers, and investors in electronics manufacturing firms.
Structural equation modeling (SEM) was used to analyze relationships among variables.
Green marketing positively impacts brand loyalty, while its effect on perceived quality is negative but marginally significant.
Corporate reputation is positively influenced by proprietary brand assets, with brand awareness exhibiting a small negative effect.
Corporate social responsibility significantly mediates the relationship between green marketing and corporate reputation.

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Implication

Empirical study shows green marketing influences brand equity, mediated by CSR in manufacturing firms.

Cite This Study

Rajasekaran et al. (2026) studied this question.

synapsesocial.com/papers/6a0ea14abe05d6e3efb5fcc8 https://doi.org/10.1002/agr.70110

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The Role of Green Marketing and Corporate Social Responsibility in Enhancing Brand Equity and Corporate Reputation: An Empirical Study

Key Points

Discussion

Implication

Cite This Study

The Role of Green Marketing and Corporate Social Responsibility in Enhancing Brand Equity and Corporate Reputation: An Empirical Study

Key Points

Discussion

Implication

Cite This Study

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