... modeling Brand architecture Brand associations Integrative thinking Growth matrix Dynamic capabilities In today's rapidly changing business environment, brands and the business models behind them are expected to be adaptable, agile and flexible (Nyström and Mustonen, 2017). In this context...

...Ulun Akturan Purpose The purpose of this paper is to explore the relationship among greenwashing, green brand equity, brand credibility, green brand associations and purchase intention. Design/methodology/approach As an object to study, two brands were chosen: a high-involved brand and a low...