Spanish Journal of Marketing - ESIC: Volume 27 Issue 3 , Open Access

Impact of green marketing, greenwashing and green confusion on green brand equity

Abdul Qayyum, Raja Ahmed Jamil, Amnah Sehar

This study aims to examine the negative effects of excessive product packaging (EPP), greenwashing and green confusion on green brand equity (GBE). Furthermore, the moderating…

Sustainability claim, environmental misconduct and perceived hypocrisy in luxury branding

Isaac Cheah, Anwar Sadat Shimul, Min Teah

This paper aims to examine consumers’ evaluation of and reaction to the coexistence of brand misconduct and sustainability claims through a series of studies.

How do ecotourists co-create value on digital platforms? The moderating role of ecotourist typology

Laura Hernández-López, Salvador Del Barrio-García, Maria Belen Prados-Peña

This study aims to examine the process of value co-creation (VCC) on digital ecotourism platforms and the role of perceived platform usefulness and user participation behavior in…

The determinants of eco-fashion purchase intention and willingness to pay

Milad Farzin, Hooman Shababi, Golnoosh Shirchi Sasi, Marzie Sadeghi, Rosha Makvandi

This study aims to examine the effect of social influence, environmental concerns and altruism on consumer purchase intention of eco-fashion (PIEF). In addition, this study…

Trust, convenience and environmental concern in consumer purchase intention for organic food

Gyan Prakash, Pankaj Kumar Singh, Anees Ahmad, Gaurav Kumar

The customers are demanding the products which are not only healthy but also clean and environment friendly i.e. call for sustainable consumption products. Therefore, this study…

Influence of corporate social responsibility and brand attitude on purchase intention

H.A. Dimuthu Maduranga Arachchi, G.D. Samarasinghe

This study aims to analyse the influence of perceived corporate social responsibility (CSR) on purchase intention; this study also examines the mediating effect of generation Y’s…

Why is sharing not enough for brands in video ads? A study about commercial video ads' value drivers

Flavia Braga Chinelato, Cid Gonçalves Filho, Daniel Fagundes Randt

The main goal of viral marketing is to affect brands positively. But most studies concern the causes of an ad going viral, not its impact on brands. In this sense, this study aims…