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How can CSR in demarketing trigger brand advocacy and mindful consumption? : mediating roles of perceived corporate hypocrisy and brand credibility

Hoa Pham; Dang Huu Phuc; Bang Nguyen Viet - In: Journal of fashion marketing and management 27 (2023) 5, pp. 851-869

Persistent link: https://www.econbiz.de/10014430517

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

Sustaining organizational customers’ consumption through corporate social responsibility and green advertising receptivity : the mediating role of green trust

Bang Nguyen Viet; Thanh Tran, Cong - 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