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Keywords: Green brand image
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Journal Articles
International Journal of Emerging Markets (2022) 17 (6): 1404–1424.
Published: 31 December 2020
...Jialing Lin; Zhimin Zhou Purpose The purpose of this study is to investigate how green brand positioning facilitated by utilitarian environmental benefits and nature connectedness may influence green brand image, as mediated by green perceived value (GPV) and brand innovativeness and how brand...
