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How do consumers' perceptions of brands change? - Investigating a fashion brand's green marketing, authenticity, and purchase intention in the context of greenwashing - 원문보기

The Research Journal of the Costume Culture = 복식문화연구, v.30 no.2, 2022년, pp.189 - 207  

곽희승 (인하대학교 의류디자인학과) ,  박정아 (인하대학교 의류디자인학과) ,  이현화 (인하대학교 의류디자인학과)

Abstract AI-Helper 아이콘AI-Helper

Fashion companies and brands' marketing activities focus on resolving environmental problems; however, these companies' efforts, there are some examples of so-called "greenwashing". This paper aims to analyze different perceptions of brand authenticity, green marketing, and purchase intention toward...

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참고문헌 (67)

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