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Keywords: Price value
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Journal Articles
Journal of Product & Brand Management (2024) 33 (8): 1073–1087.
Published: 14 October 2024
... partnership. Originality/value To the best of the authors’ knowledge, this study is the first to examine the positive impact of different green product branding strategies on a brand’s quality value, price value, emotional value and social value perception. Building on this, study 2 aims to examine...
