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Keywords: Green product innovation
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Journal Articles
Journal of Product & Brand Management (2024) 33 (8): 1073–1087.
Published: 14 October 2024
...Jonas Steffl; Stéphane Ganassali; Jutta Emes Purpose This study aims to examine whether, and how, green product innovations (GPIs), limited edition products, co-branded products and a combination of these product branding strategies affect consumers’ perception of brand value. Design...
