Review
Open access
Aug 2026
Earning the green halo: A sequential model of trust, authenticity, and brand image in online sustainability marketing
This research analyses whether green trust and brand authenticity form a link or chain that forwards its effect rather than just treating green marketing in online scenario as something which has direct impact on image of brand. So, on this logic, signaling theory comes in and sustainability claims act as signals and i...
Muhammad Umer, Shah Nawaz Khan, Kainat Fatima et al.
· Research Journal of Human an... · 0 citations