Majid, Kashef Abdul; Russell, Cristel Antonia - In: Journal of Business Research 68 (2015) 5, pp. 994-1002
Demand for green products continues to grow. This research examines green products’ retention of value and whether new green brands differ from green brand extensions in their ability to retain value amidst technological innovations. Modeling of data from the used car market between 2004 and...