KOREASCHOLAR

UNVEILING THE GREEN FACADE: THE EFFECTS OF FASHION BRAND PERSONALITIES ON CONSUMER REACTIONS TO GREEN MARKETING AND GREENWASHING

Taeyeon Kim, Jungwon Kim, Youngju Jung, Yongjun Sung
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/434463
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Global Fashion Management Conference
2024 Global Fashion Management Conference at Milan (2024.07)
pp.179-185
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
SustainabilityFashionBrand personalityGreenwashing
Author
  • Taeyeon Kim(Korea University)
  • Jungwon Kim(Korea University)
  • Youngju Jung(Korea University)
  • Yongjun Sung(Korea University)