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Keywords: Green brands
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Journal Articles
Journal:
Journal of Business Strategy
Journal of Business Strategy (2024) 45 (4): 275–281.
Published: 21 August 2023
...Manel Hamouda; Aroua Aissaoui Purpose This study aims to investigate the nature of relationships between consumers and green brands and notably their role in shaping green brand evangelism. More particularly, the study first focuses on the influence of green relational benefits (confidence, self...
