The positioning of green brands in enhancing their image: the mediating roles of green brand innovativeness and green perceived value
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DOI: 10.1108/ijoem-06-2020-0657
Abstract: PurposeThe purpose of this study is to investigate how green brand positioning facilitated by utilitarian environmental benefits and nature connectedness may influence green brand image, as mediated by green perceived value (GPV) and brand innovativeness… read more here.
Keywords: brand innovativeness; brand; brand image; green brand ... See more keywords