Green brand communication, brand prominence and self–brand connection

Purpose This study aims to empirically investigate how green transparency and green competence enhancement can promote consumer behavioral outcomes (i.e. green brand loyalty and resistance to negative information regarding green brands) through green brand attachment (i.e., self–green brand connection and green brand prominence). It further explores these hypothesized relationships across brands of physical products and services. Design/methodology/approach Data were collected using an online survey from 826 Chinese consumers. Structural equation modeling is used to test the proposed conceptual model. Findings Our results demonstrate that green transparency and green competence enhancement positively affect consumer green brand attachment (i.e. self–green brand connection and green brand prominence) which subsequently influence consumers’ loyalty toward green brands and their resistance to negative information. Finally, the development of green brand attachment across brands of products and services is found to be different. Research limitations/implications Extending the conceptual model to other cultural contexts is suggested. Using the experimental design to examine other boundary conditions is recommended. Practical implications This study provides recommendations for marketers, especially brand managers, to facilitate green brand communications to strengthen consumer–brand relationships. Originality/value This study extends past research by examining two types of green brand attachment via a cognitive schema lens. Also, it shows the internal cognitive process by which green brand communications potentially promote consumer behavioral outcomes through green brand attachment. Lastly, it highlights differences in the development of green brand loyalty and consumer resistance to negative information across brands of products and services.