Factors That Affect Brand Loyalty And Customer Advocacy: The Moderating Role Of Greenwashing

    March 2023 in “ Journal Of Social Research ”
    Fathur Rosi, Ayu Ekasari
    Studysummary In this study, customer engagement behavior was positively influenced by both green perceived value and altruistic value, which in turn enhanced brand loyalty and customer advocacy for bottled water brands Aqua and Le Minerale.
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