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Keywords: Green brand loyalty
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Journal Articles
Green brand communication, brand prominence and self–brand connection
Available to Purchase
Journal of Product & Brand Management (2021) 30 (8): 1148–1161.
Published: 18 November 2020
...Jialing (Catherine) Lin; Zhimin Zhou; Civilai Leckie Purpose This study aims to empirically investigate how green transparency and green competence enhancement can promote consumer behavioral outcomes (i.e. green brand loyalty and resistance to negative information regarding green brands) through...
