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Journal Articles

Message sidedness and green demarketing effectiveness: the moderation of product attribute dominance

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Rui Guo, Dongli Sun, Yang Luo, Min Zhou, Lan Tao
Journal: Journal of Research in Interactive Marketing
Journal of Research in Interactive Marketing 1–17.
https://doi.org/10.1108/JRIM-01-2025-0008
Published: 23 September 2025
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Includes: Supplementary data
Journal Articles

Resonance or resistance? The dual impact of green brand ritual on customer engagement behavior

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Rui Guo, Jingxian Wang, Min Zhou, Zixia Cao, Lan Tao, Yang Luo, Wei Zhang, Jiajia Chen
Journal: Journal of Research in Interactive Marketing
Journal of Research in Interactive Marketing (2025) 19 (1): 76–97.
https://doi.org/10.1108/JRIM-12-2023-0444
Published: 29 March 2024
View article titled, Resonance or resistance? The dual impact of green brand ritual on customer engagement behavior
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Includes: Supplementary data
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