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Keywords: Green brand image
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Journal Articles
Journal of Product & Brand Management (2024) 33 (8): 1073–1087.
Published: 14 October 2024
.../methodology/approach Two empirical between-subject experiments were conducted. Study 1 (N = 406) compares the impact of green and non-GPI on green brand image and brand value. Study 2 (N = 808) compares the incidence of GPIs, limited editions, co-branded products and a combination...
