Consumer and Brand Factors that Influence Perceptions of Green Brand Extensions

Date
2014-01-01
Authors
Kim, Hye-Shin
Ma, Michelle
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Altmetrics
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Abstract

Companies commonly demonstrate their commitment to the environment and compete in the green marketplace by leveraging their brand equity and introducing green brand extensions. Brand extensions allow well-known brands with a loyal customer base to engage in new sustainability efforts with less assumed risk.

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