Brand loyalty in green marketing : the pillar of sustainable development

• المؤلفون الرئيسيون: Neo, Lay Peng, Lim, Qi Kai, Chan, Fann Ming
• مؤلفون آخرون: Lang Chin Ying, Josephine
• التنسيق: Final Year Project
• اللغة: English
• منشور في: 2013
• الموضوعات: DRNTU::Business::Marketing::Environmental::Green marketing
• الوصول للمادة أونلاين: http://hdl.handle.net/10356/51477
• المؤسسة: Nanyang Technological University

This paper establishes societal, tribal and practical benefits as powerful predictors of green brand attachment and that such attachment can be moderated by a consumer’s self-concept score. The paper also addresses the possible link between brand attachment and loyalty. Past studies on this subject...