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Green brand identity and B2B channel partners' tactical green marketing orientation: Moderating effect of brand governance
Shilpi Jain,
Sriparna Basu,
Yogesh Dwivedi 
Industrial Marketing Management, Volume: 119, Pages: 218 - 237
Swansea University Author:
Yogesh Dwivedi
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Author accepted manuscript document released under the terms of a Creative Commons CC-BY licence using the Swansea University Research Publications Policy (rights retention).
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DOI (Published version): 10.1016/j.indmarman.2024.04.013
Abstract
Green brand identity and B2B channel partners' tactical green marketing orientation: Moderating effect of brand governance
| Published in: | Industrial Marketing Management |
|---|---|
| ISSN: | 0019-8501 |
| Published: |
Elsevier BV
2024
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| Online Access: |
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| URI: | https://cronfa.swan.ac.uk/Record/cronfa66137 |
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| College: |
Faculty of Humanities and Social Sciences |
|---|---|
| Start Page: |
218 |
| End Page: |
237 |