Multidimensional green brand equity: A cross-cultural scale development and validation study

Muhammad Ishtiaq Ishaq

A plethora of studies indicate that brand equity is an intangible asset that played a vital role in increasing overall performance and customer preferences.

Introduction

The society is witnessing significant and steady environmental issues due to the large volume of environmental effluence caused by different marketers. Consumers face the fierce competition between traditional products and their environment-friendly...

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