This work examines the impact of greenwash on green brand equity and analyses the
mediation effects of green brand image, green satisfaction and green trust as well as the …

This study explores whether and, if so, how efficiently consumers' greenwashing (GW)
influences green brand equity (GBE) by integrating the mediation role of green brand image …

Nowadays, due to the increasing green trends, numerous businesses in the automobile
industry adopt greenwashing as a primary strategy to appear environmentally conscious …

Title: Strategic marketing of higher education in Africa/edited by Emmanuel Mogaji, Felix
Maringe, and Robert Ebo Hinson. Other titles: Routledge studies in marketing; 9 …

Purpose: This article investigates the definition and core concepts of Internet brand
innovation alongside their influence on performance. Design/methodology/approach: A …

The purpose of this study is to investigate the impact of Environmental, Social, and
Governance (ESG) performance and firm performance within China's manufacturing sector …

This study aims to examine the influence of service package and brand innovation on
customer relational performance and customer profit performance of the hotel industry. Data …

The marketing type that is found on social media today is celebrity endorsement. To
encourage consumer behavioural intention, luxury brand companies take several strategies …

La nueva era ambiental ha hecho que los consumidores opten por alternativas amigables
con el medio ambiente, haciendo que paguen más por productos ecológicos; las empresas …

Purchasing decisions are individual activities directly involved in making decisions to make
purchases of products offered by sellers. Purchase intention is an essential factor in the …