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Behavioral reasoning perspectives to brand love toward natural products: Moderating role of environmental concern and household size
(Peer reviewed; Journal article, 2021-04)Consumers do not easily trust brands’ claims of naturalness, making it essential to understand the drivers of loyalty and the underlying brand love for such products. Responding to this need, the present study developed a ... -
Purchasing natural personal care products in the era of fake news? The moderation effect of brand trust
(Peer reviewed; Journal article, 2021-07)Natural personal care products are gaining popularity due to their benefits in terms of health and well-being. However, consumers are wary of these products and are guided by the fake news circulating about them. Since ...