Beyond the hype: Deciphering brand trust amid sustainability skepticism
Farzana Riva,
Solon Magrizos,
Ioannis Rizomyliotis
et al.
Abstract:Positioning a brand as environment‐friendly does not guarantee that customers will blindly accept it. While previous research has explored consumer responses to various green marketing claims, the search for the process under which consumers form positive or negative associations remains inconclusive. Based on the theoretical lens of signaling, this study examines the process of green brand trust where consumers form green brand associations after receiving the appropriate signal from the firms. In so doing we… Show more
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