Blar i NHH Brage på forfatter "Fjærtoft, Helene"
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The Effect of Moderators in Green Marketing: Stakeholder Evaluation and the Effect on Green Brand Equity and Perceived Greenwasing
Fjærtoft, Helene; Kies, Katharina Johanna (Master thesis, 2022)While transparency is widely accepted as one of the key practices to gain stakeholders' trust, prior research has surprisingly found that transparency does not always pay off. Given a company with a high perceived ...