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Kyung-Tae Lee and Hiroyasu Furukawa
The COVID-19 pandemic has significantly impacted societies worldwide, leading to challenges in ensuring well-being and sustainability. In this context, it is essential to better understand consumer consciousness of pro-environmental products from the per...
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Hiroyasu Furukawa,Koki Matsumura,Susumu Harada
Pág. 158 - 168
Firms can acquire sustainable competitive advantages by managing brand relationships and consumption values. However, previous studies do not compare consumption value with consumer satisfaction and brand commitment. Consumption value theory postulates t...
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