Gong, Siyu; Sheng, Guanghua; Peverelli, Peter; Dai, Jialin - In: Journal of Product & Brand Management 30 (2020) 7, pp. 1033-1046
Purpose: This study aims to develop a comprehensive conceptual framework to investigate how green brand positioning strategies positively impact consumer response. It focusses on uncovering the causal mechanism in which such effect is mediated by brand stereotypes. Additionally, it outlines the...