KOREASCHOLAR

THE DOUBLE-EDGED IMPACT OF LUXURY FASHION BRAND PERSONALITY: CONSUMER REACTIONS TO GREEN INITIATIVES AND GREENWASHING

Jungwon Kim, Youngju Jung, Yongjun Sung
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/441644
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Global Marketing Conference
2025 Global Marketing Conference at Hong Kong (2025.07)
pp.85-89
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
SustainabilityLuxury BrandBrand PersonalityGreenwashing
Author
  • Jungwon Kim(Seoul National University, South Korea)
  • Youngju Jung(Korea University, South Korea)
  • Yongjun Sung(Korea University, South Korea)