绿色整合营销传播对印度银行业绿色购买意向的影响

Q1 Business, Management and Accounting

Journal of Marketing Communications Pub Date : 2024-08-22 DOI:10.1080/13527266.2024.2387848

Akanksha Choubey, Meenakshi Sharma

引用次数: 0

摘要

尽管印度银行业规模庞大，并在环保方面取得了众多技术进步，但该行业并未向客户有效传达其绿色倡议，这导致了印度银行业的......

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Effect of green integrated marketing communication on green purchase intention in indian banking sector

Despite its size and numerous technical advancements toward eco-friendliness, the Indian banking industry has not effectively communicated its green initiatives to its customers, which has led to a...

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来源期刊

Journal of Marketing Communications Business, Management and Accounting-Business and International Management

CiteScore

7.70

自引率

0.00%

发文量

期刊介绍： The Journal of Marketing Communications is a double-blind peer-reviewed journal devoted to publishing research papers and information concerning all aspects of marketing and corporate communication, branding both corporate and product-related, and promotion management. It is a channel for discussing issues such customer relationship management, integrated marketing communication, together with behavioural foundations of marketing communications and promotion management. The Journal will also consider papers in internal marketing and in the corporate communications domain.