Impact of green brand authenticity on warm glow, green satisfaction, and willingness to pay more

This study explored the concept of green brand authenticity in tourism and its relationships with relevant variables by using a mixed method. Firstly, the content analysis of interview revealed four dimensions of green brand authenticity: green practice, green servicescape, green support for locals,...

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Bibliographic Details
Main Authors:	Hyoungeun, Moon, Jongsik, Yu, Chua, Bee-Lia, Han, Heesup
Format:	Article
Published:	Taylor & Francis 2023

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