... Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Green marketing strategy Uncertainty Sustainability Resilience Financial performance The climate crisis, the COVID-19 pandemic and the ongoing inflation crisis due to the recent conflicts in Ukraine...

.... Factor indeterminacy is a phenomenon that makes it impossible to equate common factors with conceptual variables. The future of marketing measurement is not in the historical error-centric framework but in a measurement framework centered around uncertainty. Research limitations/implications...

...Deirdre Shaw; Jennifer Thomson Purpose Although consumption of spirituality and growth of the market in this area have been well documented, it has been largely neglected in marketing. Existing literature exploring spirituality has suggested consumers in this area can experience uncertainty...