Modeling the effects of green advertising on brand image : investigating the moderating effects of product involvement using structural equation
Komal Nagar
| Year of publication: |
July-December 2015
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| Authors: | Nagar, Komal |
| Published in: |
Journal of global marketing. - Philadelphia, Pa. : Taylor & Francis, ISSN 0891-1762, ZDB-ID 1034619-3. - Vol. 28.2015, 3/5, p. 152-171
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| Subject: | green advertising | brand image | product involvement | brand attitude | purchase intention | Markenimage | Brand image | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Öko-Marketing | Green marketing | Markenführung | Brand management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/08911762.2015.1114692 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011433865