Author/Authors :
Abbasi، Hamed نويسنده Department of Management, Tehran Central Branch, Islamic Azad University, Central, Iran , , Abbasi، Hamid Reza نويسنده , , Faraji، Ashkan نويسنده Department of Management and Accounting, South Branch, Islamic Azad University, Tehran, Iran , , Hajirasouliha، Mahsan نويسنده Department of Management, Islamic Azad University, South Tehran Branch, Tehran, Iran ,
Abstract :
This paper investigates the effects of different green marketing on brand fascination for a south Korean electronic producer, Samsung. The proposed study designs two questionnaires, one for measuring the effects of green marketing and the other for brand fascination in Likert scale. Cronbach alphas for green marketing and brand fascination are calculated as 0.72 and 0.79, respectively. The study has been implemented among 385 regular customers of Samsung’s electronic devices. Using Spearman correlation ratio as well as stepwise regression analysis, the study has concluded that two components of green marketing including green product and green promotion influence positively on brand fascination, positively.
