Purpose – The purpose of this paper is to examine the importance of tobacco differentiation attributes (i.e. nicotine and tar content, length, flavor and thickness) in market performance and loyalty levels of brands. Design/methodology/approach – The study adopts a stochastic approach to...

This conceptual article applies the customer value (CV) concept in the context of green marketing aiming to provide insights on the factors that motivate and/ or hinder the development of consumer-green brand relationships. The article draws upon existing literature on the streams of CV,...