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Keywords: Brand equity
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Journal Articles
Green is the new beautiful: exploring the role of sustainability in building brand equity in cosmetic brands
Open Access
European Journal of Management Studies 1–19.
Published: 20 March 2026
...Naveen Kumar R; Neerupa C; Muthukrishnan R; Vengatesan G; Muthu Kumar T Purpose This study investigates how embracing environmental responsibility and eco-friendly innovation in cosmetic brands cultivates brand equity. It specifically explores the mediating roles of a green brand image...
