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Understanding the influence of eco-label, and green advertising on green purchase intention : the mediating role of green brand equity
Bang Nguyen Viet - In: Journal of food products marketing : innovations in … 28 (2022) 2, pp. 87-103
Persistent link: https://www.econbiz.de/10013163075
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The impact of green marketing mix elements on green customer based brand equity in an emerging market
Bang Nguyen Viet - In: Asia-Pacific journal of business administration 15 (2023) 1, pp. 96-116
Persistent link: https://www.econbiz.de/10013537562
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Towards sustainable development : coupling green marketing strategies and consumer perceptions in addressing greenwashing
Ur Rahman, Saleem; Bang Nguyen Viet - In: Business strategy and the environment 32 (2023) 4, pp. 2420-2433
Persistent link: https://www.econbiz.de/10014328946
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A study on the influence of eco-labels and green advertising on green brand equity in emerging market
Bang Nguyen Viet - In: Journal of promotion management : innovations in … 29 (2023) 2, pp. 205-227
Persistent link: https://www.econbiz.de/10013483031
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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 - In: Journal of promotion management : innovations in … 29 (2023) 6, pp. 824-848
Persistent link: https://www.econbiz.de/10014287774
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Corporate social responsibility and behavioral intentions in an emerging market : the mediating roles of green brand image and green trust
Bang Nguyen Viet; Cong Thanh Tran; Hoa Thi Kim Ngo - In: Cleaner and responsible consumption 12 (2024), pp. 1-10
This study is driven by the absence of thorough investigations into the behavioral intentions of organizational consumers in the B2B market for paint and coatings, particularly within the industrial and marine coatings sector in Vietnam. Employing the stimulus-organism-response model, we tested...
Persistent link: https://www.econbiz.de/10014519122
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Sustaining organizational customers’ consumption through corporate social responsibility and green advertising receptivity : the mediating role of green trust
Bang Nguyen Viet; Cong Thanh Tran - In: Cogent business & management 11 (2024) 1, pp. 1-18
The study investigated the effect of corporate social responsibility (CSR) and green advertising receptivity (GAR) on the behavioral intentions of organizational customers within Vietnam's industrial and marine coatings sector, with a particular focus on the mediating role of green trust (GT)....
Persistent link: https://www.econbiz.de/10014534547