KOREASCHOLAR

THE FIT BETWEEN MESSAGE FRAMING AND ENVIRONMENTAL KNOWLEDGE IN GREEN ADVERTISING: THE MEDIATING ROLE OF PERCEIVED AUTHENTICITY

Jian Gao, Zhen Li
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/442748
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Global Marketing Conference
2025 Global Marketing Conference at Hong Kong (2025.07)
p.700
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
Message FramingEnvironmental KnowledgeGreen Advertising EffectivenessAuthenticityModerated Mediation Model
Author
  • Jian Gao(Zhejiang University of Finance and Economics, China)
  • Zhen Li(Kansai University, Japan)