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Keywords: Green transparency
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Journal Articles
Green brand communication, brand prominence and self–brand connection
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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...
