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Keywords: Green brand positioning
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2025) 26 (3): 568–586.
Published: 14 January 2025
...Jin-Long Chen Purpose This study develops a theoretical framework to explore the influence of green brand positioning on green brand loyalty, examining the mediating effects of green brand attitude and identification. Design/methodology/approach Employing an empirical approach, the study...
