Green brand identity and B2B channel partners' tactical green marketing orientation: Moderating effect of brand governance

2024/05/01 by Shilpi Jain, Sriparna Basu, Yogesh K. Dwivedi · 39 citations
Business, Management and Accounting · Social Sciences · #Advertising #Brand identity #Business #Channel (broadcasting) #Consumer Behavior in Brand Consumption and Identification #Corporate governance #Digital Marketing and Social Media #Environmental Sustainability in Business #Marketing #Marketing channel #Telecommunications

paper · open access · doi:10.1016/j.indmarman.2024.04.013

published in Industrial Marketing Management 119, 218-237 (Elsevier BV)

openalex publication_date 2024/05/01 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/26

Citations

• The Effects of Customer Satisfaction, Relationship Commitment Dimensions, and Triggers on Customer Retention
• Unpacking value creation and capture in B2B relationships
• Evaluating Structural Equation Models with Unobservable Variables and Measurement Error
• Development of business-to-business relationships in turbulent environments

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