摘要：This manuscript attempts to defi ne the dimensions of green brand equity from
the perspective of relationship interactions and explores their impacts on brand
loyalty. Through a literature review and questionnaire-based research, this paper
employs structural equation modeling to test the proposed model in a case study
(green fl ooring products). The results indicate that interaction-based green brand
equity is comprised of fi ve aspects of green brands: image, reciprocity, attachment,
trust, and satisfaction. The fi ndings demonstrate that interaction-based green
brand equity has a signifi cant infl uence on brand loyalty. This study strengthens
the understanding of interaction-based green brand equity, and also provides a
perspective for interactive communication between green brands and consumers.
关键词：interaction relationship; interaction;based green brand equity; green
brand; measurement dimension; brand loyalty; social media; social development;
