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GREEN BRAND LOYALTY: A FRAMEWORK FOR UNDERSTANDING ITS KEY PREDICTORS
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Author(s):
DR NUPUR KASHYAP
Vol - 15, Issue- 11 ,
Page(s) : 122 - 132
(2024 )
DOI : https://doi.org/10.32804/IRJMST
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Abstract
The increasing relevance of sustainability and green practices in today's world has led to the grounding of the concept of green brand loyalty. It is formed by integrating traditional loyalty principles with individual environmental concerns
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