Keywords: Patronage intention
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Journal Articles
Academia Revista Latinoamericana de Administracion (2022) 35 (2): 183–203.
Published: 07 April 2022
...Eduardo Torres-Moraga; Agustin Vidal-Buitano Purpose The purpose of this article is to analyze how autonomous and controlled motivations influence the formation of patronage intention (PI) of innovative green products. Additionally, the role of positive affect (PA) in these causal relationships...

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