How can businesses communicate sustainability with customers without backfiring effects? Using threats in sustainable marketing.

Kai-Yi Young, Shintaro Okazaki, Jörg Henseler

Research output: Contribution to conferencePaperpeer-review

Original languageEnglish
Publication statusAccepted/In press - Nov 2024
EventConference on Sustainable Operation and Development 2024: International Conference and Annual Meeting of the Innovation and Invention Education Society of Taiwan 2024 - Taichung, Taiwan
Duration: 16 Dec 202416 Dec 2024

Conference

ConferenceConference on Sustainable Operation and Development 2024
Country/TerritoryTaiwan
CityTaichung
Period16/12/2416/12/24

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