The Impact of Health-Washing in Digital Marketing on Customer Engagement: Examining the Mediating Role of Consumer Behavior and the Moderating Effect of Brand Equity

Studies in systems, decision and control 2026 Book chapter

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Authors: Neerupa Chauhan, Aakash Kumar, Nidhi Jain, N. Bhuvanesh Kumar

DOI: 10.1007/978-3-032-02056-7_43

Cited by: 0

References: 16

Fields of Study & Subjects

Consumer Behavior in Brand Consumption and Identification Behavioral Health and Interventions Pharmaceutical industry and healthcare

References 16