Exploring the Relationship Between Green Orientation, Customer Based Brand Equity (CBBE) and the Competitive Performance of SMEs in Ghana

Abstract

This paper explores the relationship between M (GO), Customer based brand equity (CBBE) and the Performance of SMEs in Ghana. A cross-sectional survey design is used. Questionnaires were used in collecting data from managers and customers of SMEs. The sample comprises 298 owners and managers and 408 customers of SMEs. The study concentrated on green orientation and the relationship with the antecedent of customer based brand equity (brand awareness, brand association, perceived quality and brand loyalty). A conceptual framework was developed indicating the relationship between green orientation, brand equity and performance was developed and tested. The regression analysis conducted revealed that there is a strong influence of green orientation performance of SME by brand association and brand loyalty. Whereas, brand awareness and perceived quality did not show a strong influence of green orientation performance of SME.