Huang, Yi-Chun; Yang, Minli; Wang, Yu-Chun - In: Marketing Intelligence & Planning 32 (2014) 3, pp. 250-268
Purpose – The purpose of this paper is to build a comprehensive model and examine the relationship among green brand positioning (GBP), green brand knowledge (GBK), attitude toward green brand (AGB), and green purchase intention (GPI). Design/methodology/approach – A questionnaire survey was...