Green brand identity and B2B channel partners' tactical green marketing orientation : moderating effect of brand governance
Shilpi Jain, Sriparna Basu, Yogesh K. Dwivedi
| Year of publication: |
2024
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|---|---|
| Authors: | Jain, Shilpi ; Basu, Sriparna ; Dwivedi, Yogesh Kumar |
| Published in: |
Industrial marketing management : the international journal for industrial and high-tech firms. - New York, NY [u.a.] : Elsevier, ISSN 1873-2062, ZDB-ID 2012747-9. - Vol. 119.2024, p. 218-237
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| Subject: | Attitude | Brand governance | Consistent communication | Green brand identity | Green marketing orientation | Marketingmanagement | Marketing management | Markenimage | Brand image | Öko-Marketing | Green marketing | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Öko-Produkt | Sustainable product | B-to-B-Marketing | Business-to-business marketing | Beziehungsmarketing | Relationship marketing |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.indmarman.2024.04.013 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014555808