How does greenwashing affect green branding equity and purchase intention? An empirical research
MARKETING INTELLIGENCE & PLANNING, vol.36, no.7, pp.809-824, 2018 (SSCI, Scopus)
- Publication Type: Article / Article
- Volume: 36 Issue: 7
- Publication Date: 2018
- Doi Number: 10.1108/mip-12-2017-0339
- Journal Name: MARKETING INTELLIGENCE & PLANNING
- Journal Indexes: Social Sciences Citation Index (SSCI), Scopus
- Page Numbers: pp.809-824
- Galatasaray University Affiliated: Yes
Abstract
Purpose - The purpose of this paper is to explore the relationship among greenwashing, green brand equity, brand credibility, green brand associations and purchase intention.