What drives green brand equity? Insights from the Delphi method and analytic hierarchy process
Abstract Green brand equity (GBE) is an emerging topic that is attracting growing attention from both scholars and managers. However, most empirical research in this field has predominantly employed quantitative methods. This study aims to identify the factors and criteria driving GBE ranking the re...
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| Principais autores: | , |
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| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado em: |
Springer
2025-09-01
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| Colecção: | Discover Sustainability |
| Assuntos: | |
| Acesso em linha: | https://doi.org/10.1007/s43621-025-01865-8 |
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