Toward sustainable development and consumption : the role of the green promotion mix in driving green brand equity and green purchase intention
Khai Cong Dinh, Bang Nguyen-Viet, Hang Nguyet Phuong Vo
Year of publication: |
2023
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Authors: | Khai Cong Dinh ; Bang Nguyen Viet ; Hang Nguyet Phuong Vo |
Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 29.2023, 6, p. 824-848
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Subject: | green advertising | green brand equity | green promotion | green purchase intention | green sponsorship | Konsumentenverhalten | Consumer behaviour | Nachhaltige Entwicklung | Sustainable development | Markenimage | Brand image | Umweltbewusstsein | Environmental consciousness | Öko-Marketing | Green marketing | Öko-Produkt | Sustainable product | Sponsoring | Sponsorship | Werbewirkung | Advertising effects | Umweltmanagement | Environmental management |
Saved in:
Online Resource