Investigating the Effect of Social Responsibility and Pro-Environmental Behavior of the Brand on the Willingness to Pay of Consumers with the Mediating Role of Brand Equity
Extended Abstract Abstract The present study was conducted with the aim of investigating the effect of social responsibility and pro-environmental behavior of the brand on consumers' willingness to pay and the mediating role of brand equity among natural fruit juice consumers in Ardabil city. F...
Main Authors: | Ghasem Zarei, Rassul Ghaffari khezerlou, Allahyar Beigi firoozi, Amir Lali Sarabi |
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Format: | Article |
Language: | fas |
Published: |
University of Sistan and Baluchestan
2023-06-01
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Series: | پژوهشهای مدیریت عمومی |
Subjects: | |
Online Access: | https://jmr.usb.ac.ir/article_7775_96a91e5a530a20fe95e42c3330b527d6.pdf |
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