Green brand communication, brand prominence and self–brand connection

Volume: 30, Issue: 8, Pages: 1148 - 1161
Published: Nov 18, 2020
Abstract
Purpose This study aims to empirically investigate how green transparency and green competence enhancement can promote consumer behavioral outcomes (i.e. green brand loyalty and resistance to negative information regarding green brands) through green brand attachment (i.e., self–green brand connection and green brand prominence). It further explores these hypothesized relationships across brands of physical products and services....
Paper Details
Title
Green brand communication, brand prominence and self–brand connection
Published Date
Nov 18, 2020
Volume
30
Issue
8
Pages
1148 - 1161
Citation AnalysisPro
  • Scinapse’s Top 10 Citation Journals & Affiliations graph reveals the quality and authenticity of citations received by a paper.
  • Discover whether citations have been inflated due to self-citations, or if citations include institutional bias.