Investigating green brand equity and its driving forces
Green brand equity becomes increasingly important in green marketing. Increased green brand equity may promote customer’s purchasing behavior. This paper investigates the relationship between green brand equity and its driving forces, namely, green trust, green brand image and green satisfaction. Th...
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| Format: | Article |
| Language: | English |
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Growing Science
2020-03-01
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| Series: | Management Science Letters |
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| Online Access: | http://www.growingscience.com/msl/Vol10/msl_2020_45.pdf |