Impact of green brand authenticity on warm glow, green satisfaction, and willingness to pay more
This study explored the concept of green brand authenticity in tourism and its relationships with relevant variables by using a mixed method. Firstly, the content analysis of interview revealed four dimensions of green brand authenticity: green practice, green servicescape, green support for locals,...
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| Main Authors: | , , , |
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| Format: | Article |
| Published: |
Taylor & Francis
2023
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| Online Access: | http://psasir.upm.edu.my/id/eprint/108298/ https://www.tandfonline.com/doi/full/10.1080/10548408.2023.2245446 |
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