How does greenwashing affect green branding equity and purchase intention? An empirical research
MARKETING INTELLIGENCE & PLANNING, cilt.36, sa.7, ss.809-824, 2018 (SSCI, Scopus)
- Yayın Türü: Makale / Tam Makale
- Cilt numarası: 36 Sayı: 7
- Basım Tarihi: 2018
- Doi Numarası: 10.1108/mip-12-2017-0339
- Dergi Adı: MARKETING INTELLIGENCE & PLANNING
- Derginin Tarandığı İndeksler: Social Sciences Citation Index (SSCI), Scopus
- Sayfa Sayıları: ss.809-824
- Galatasaray Üniversitesi Adresli: Evet
Özet
Purpose - The purpose of this paper is to explore the relationship among greenwashing, green brand equity, brand credibility, green brand associations and purchase intention.