The effect of a green brand story on perceived brand authenticity and brand trust : the role of narrative rhetoric
Year of publication: |
2021
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Authors: | Huang, Chaohua ; Guo, Rui |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1479-1803, ZDB-ID 2039460-3. - Vol. 28.2021, 1, p. 60-76
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Subject: | Green brand story | Immersion | Perceived brand authenticity | Rhetorical strategies | Brand trust | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Vertrauen | Confidence | Markenimage | Brand image | Narrative Methode | Narrative method | Glaubwürdigkeit | Credibility | Markenartikel | Brand |
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