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Keywords: Green brand
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Journal Articles
Resonance or resistance? The dual impact of green brand ritual on customer engagement behavior
Available to Purchase
Journal of Research in Interactive Marketing (2025) 19 (1): 76–97.
Published: 29 March 2024
...Rui Guo; Jingxian Wang; Min Zhou; Zixia Cao; Lan Tao; Yang Luo; Wei Zhang; Jiajia Chen Purpose The study aims to examine how different types of green brand ritual (GBR) influence customer engagement behavior and the mediation mechanisms and boundary conditions of the positive and negative pathways...
Includes: Supplementary data
