Open AccessNEGATIVE MARKETING IN THE COSMETICS INDUSTRY: THE EFFECT OF GREENWASHING PERCEPTIONS ON PURCHASE INTENTION THROUGH BRAND IMAGE
Author(s) -
Christina Whidya Utami,
Teofilus Teofilus,
Yohannes Somawiharja,
Antonius Tanan,
Aisyah Salsabila,
Yosef Evandro Emantyo,
Chia Han Tsai
Publication year - 2022
Publication title -
jurnal aplikasi manajemen
Language(s) - English
Resource type - Journals
eISSN - 2302-6332
pISSN - 1693-5241
DOI - 10.21776/ub.jam.2022.020.03.19
Subject(s) - cosmetics , affect (linguistics) , nonprobability sampling , moderation , marketing , advertising , greenwashing , business , descriptive statistics , brand image , sample (material) , environmentally friendly , psychology , sustainability , mathematics , sociology , population , social psychology , statistics , medicine , ecology , chemistry , communication , pathology , chromatography , biology , demography