...-use rights only Purchase intention Brand trust Greenwashing Brand sustainability Non-deception Brand nature experience As consumers around the world grow more environmentally conscious, they also grow more skeptical. Firms loudly promoting eco-friendly commitments are increasingly met...

... and places the articles in context. Findings The paper proposes the idea of relative brand trust-love and offers a conceptual framework that identifies three different uncertainties that moderate the customer’s brand trust and love. Originality/value The briefing saves busy executives, strategists...

... Crisis response strategies Brand trust Corporate brand behavioral integrity Emotional product harm Businesses today are expected to conduct their operations in a manner which is deemed socially and environmentally responsible. Indeed, one might even argue that this has become a minimum...