Green internal branding and green inter-functional coordination roles in the relationship between green brand orientation and brand performance

Purpose: This study aims to examine the roles of green internal branding and green inter-functional coordination in the relationship between green brand orientation and brand performance in selected Egyptian firms.Design/methodology/approach: A conceptual model linking the study variables is developed. To test the model, a questionnaire-based survey was conducted to collect data from a sample of 131 firms. Then, PLS-SEM was used to test proposed hypotheses of the study.Originality/value: This study addresses the research gap in green branding literature regarding the roles of green internal branding and green inter-functional coordination in enhancing financial and brand performance. The results suggest that green brand-orientation can contribute to financial and brand performance through green internal branding.Research limitations/implications: The limitation of this study is the fact that the sample consisted of only Egyptian firms. Hence, it is difficult to generalise the results to other countries. The implication for firms is recognising the importance of using green internal branding as a mean of achieving green brand objectives. Thus, the study may assist firms to make progress towards becoming green brand-oriented.