The effect of a green brand story on perceived brand authenticity and brand trust : the role of narrative rhetoric
Chaohua Huang, Rui Guo
| Year of publication: |
2021
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|---|---|
| Authors: | Huang, Chaohua ; Guo, Rui |
| Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1479-1803, ZDB-ID 2039460-3. - Vol. 28.2021, 1, p. 60-76
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| Subject: | Green brand story | Immersion | Perceived brand authenticity | Rhetorical strategies | Brand trust | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Vertrauen | Confidence | Narrative Methode | Narrative method | Glaubwürdigkeit | Credibility | Öko-Produkt | Sustainable product | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41262-020-00213-7 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012433579