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Keywords: Sustainable involvement
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2025) 43 (4): 840–856.
Published: 23 December 2024
...Shilpa Kokatnur; Hengky Latan; Rambabu Lavuri; Charbel Jose Chiappetta Jabbour Purpose This research investigates the effect of green initiatives on sustainable luxury brand purchasing intentions, employing sustainable involvement and attitude as mediators and brand experience as a moderator...
