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  1. The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust.Yu-Shan Chen - 2010 - Journal of Business Ethics 93 (2):307-319.
    This article proposed four novel constructs – green brand image, green satisfaction, green trust, and green brand equity, and explored the positive relationships between green brand equity and its three drivers – green brand image, green satisfaction, and green trust. The object of this research study was information and electronics products in Taiwan. This research employed an empirical study by use of the questionnaire survey method. The questionnaires were randomly mailed to consumers who had the experience of purchasing information and (...)
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  • The Positive Effect of Green Intellectual Capital on Competitive Advantages of Firms.Yu-Shan Chen - 2007 - Journal of Business Ethics 77 (3):271-286.
    No research explored intellectual capital about green innovation or environmental management. This study wanted to fill this research gap, and proposed a novel construct - green intellectual capital - to explore the positive relationship between green intellectual capital and competitive advantages of firms. The empirical results of this study showed that the three types of green intellectual capital - green human capital, green structural capital, and green relational capital - had positive effects on competitive advantages of firms. Moreover, this study (...)
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