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Keywords: brand commitment
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Book Chapter
Serial: International Business and Management
Published: 02 October 2023
10.1108/S1876-066X20230000037012
EISBN: 978-1-80455-249-0
ISBN: 978-1-80455-252-0
...Abstract This chapter aims to shed light on the role that a sustainable orientation plays in strengthening the relationships between global consumers and online brands. Despite many previous studies about the importance of sustainability considerations for national consumers’ brand commitments...
