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

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

Jungwon Kim, Youngju Jung, Yongjun Sung

언어ENG
URLhttps://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)

키워드

Sustainability Luxury Brand Brand Personality Greenwashing

저자

Yongjun Sung(Korea University, South Korea)
Youngju Jung(Korea University, South Korea)
Jungwon Kim(Seoul National University, South Korea)

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