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Open access

Research article

First published 2022-4

Linkage of Green Brand Positioning and Green Customer Value With Green Purchase Intention: The Mediating and Moderating Role of Attitude Toward Green Brand and Green Trust

Yong Ming Wang, Hafiz Muhammad Fakhar Zaman, Abdul Khaliq Alvi

Sage Open

Open access

Research article

First published 2021-7

Optimizing Green Brand Equity: The Integrated Branding and Behavioral Perspectives

Minh-Tri Ha

Sage Open

Retricted access

Research article

First published 2019-6

Importance of Consumer-based Green Brand Equity: Empirical Evidence

Utkal Khandelwal, Kushagra Kulshreshtha, Vikas Tripathi

Paradigm: A Management Research Journal

Retricted access

Research article

First published 2014-9

Green Claims and Message Frames: How Green New Products Change Brand Attitude

Mitchell C. Olsen, Rebecca J. Slotegraaf, Sandeep R. Chandukala

Journal of Marketing

Retricted access

Research article

First published 2023-3

What Triggers You to Buy Green Products? Explaining Through an Extended TPB Model

Ahnaf Chowdhury Niloy, Jakia Sultana, Jawad bin Alam [...]

Asia-Pacific Journal of Management Research and Innovation

Retricted access

Research article

First published 2008-11

How Guilt Level Affects Green Advertising Effectiveness?

Marissa Jiménez, Kenneth C.C. Yang

Journal of Creative Communications

Retricted access

Research article

First published 2022-4

Green Advertising: Examining the Role of Celebrity’s Credibility Using SEM Approach

Rakesh Kumar, Vibhuti Tripathi

Global Business Review

Retricted access

Research article

First published 2020-11

The Influence of Green Message Types on Advertising Effectiveness for Luxury and Budget Hotel Segments

Safak Sahin, Seyhmus Baloglu, Esra Topcuoglu

Cornell Hospitality Quarterly

Retricted access

Research article

First published 2008-11

Virtual Nature Experiences as Emotional Benefits in Green Product Consumption

Patrick Hartmann, Vanessa Apaolaza-Ibáñez

Environment and Behavior

Retricted access

Research article

First published 2012-3

Is the Greening of Firms Helping Consumers to Go Green?

David Raska, Doris Shaw

Social Marketing Quarterly

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