Green ad stories' characteristics and green brand trust: examining the moderating role of consumer expertise through the elaboration likelihood model lens.
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| Title: | Green ad stories' characteristics and green brand trust: examining the moderating role of consumer expertise through the elaboration likelihood model lens. |
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| Authors: | Kumar, Prashant1 (AUTHOR), Jhawar, Anand1,2 (AUTHOR) ajhawar@imt.edu, Shetty, Khyati3 (AUTHOR), Varshney, Sanjeev1 (AUTHOR) |
| Source: | Journal of Marketing Theory & Practice. Summer2026, Vol. 34 Issue 3, p545-558. 14p. |
| Database: | Business Source Ultimate |
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| ISSN: | 10696679 |
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| DOI: | 10.1080/10696679.2025.2463080 |
