Sustainability and Brand Equity: The Moderating Role of Brand Color and Brand Gender

Sun, M; Kim, J

Kim, J (通讯作者),Kyung Hee Univ, Sch Business Adm, Seoul 02453, South Korea.

SUSTAINABILITY, 2023; 15 (11):

Abstract

Green color priming has been introduced as a cue for consumer perceptions of sustainability. Nevertheless, the color green is not necessarily effectiv......

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