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Untying the Influence of Green Brand Authenticity on Electronic Word-of-Mouth Intention: A Moderation–Mediation Model

Green brands have made considerable strides in recent years; however, their validity has been questioned due to green brand fraud. However, the influence of green brand authenticity on consumer online behavior is still lacking in the e-commerce boom era. This article presents a theoretical framework...

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Detalles Bibliográficos
Autores principales:	Xu, Yuhuan, Du, Jianguo, Shahzad, Fakhar, Li, Xingwei
Formato:	Online Artículo Texto
Lenguaje:	English
Publicado:	Frontiers Media S.A. 2021
Materias:	Psychology
Acceso en línea:	https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8446186/ https://www.ncbi.nlm.nih.gov/pubmed/34539528 http://dx.doi.org/10.3389/fpsyg.2021.724452

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