Browsing by Author "Ayman, Karima"

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    The Effects of Green Packaging on Brand Image (Applied on Starbucks)
    (MSA, 2022) Ayman, Karima; Hisham, Mostafa; Gamal, Somaya; Amr, Youssef
    Purpose: the purpose of this research to investigate the effects the green packaging of brand image (applied on Starbucks) Methodology: To successfully finish this research, the researchers used a combination of primary and secondary data by conducting in-depth interviews with a convenient sample and reviewing the results of questionnaires distributed among 130 participants using SPSS and smart PLS to measure analyze the variables and test hypotheses. Findings: The researchers found that there is moderate relationship between green packaging and attaining a competitive advantage; there is positive relationship between green packaging and brand image; and finally, there is a significant relationship between green packaging consumer attachment. Implications: The brand should sponsor more campaigns which aim to increase awareness regarding the importance of using green packaging instead of traditional packaging, for example: it is recommended for the brands to use wooden straws beside paper straws as using green packaging will lead to brand equity, attainment of competitive advantage and consumer attachment.