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Keywords: Green trust
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Journal Articles
Perception of green brand in an emerging innovative market
Available to Purchase
European Journal of Innovation Management (2012) 15 (4): 514–537.
Published: 28 September 2012
.../approach The researchers develop a conceptual framework highlighting the dimensions of the green brand preference focusing on four constructs; green brand image, green satisfaction, green trust, and green awareness. The researchers started with a qualitative exploratory research in order to support...
