Purpose – The purpose of this paper is to examine the relationship among affective loyalty, perceived benefits, attitude towards co‐branded products and the intention to use such products. Design/methodology/approach – In total, 433 valid responses were collected from active...

Purpose: Environmental non-governmental organizations (ENGOs), one of the major forces in environmental protection, have developed rapidly in the past few years, especially in developing countries such as China. This paper aims to reveal how the ENGOs select their focuses, specifically if they...