NEGATIVE MARKETING IN THE COSMETICS INDUSTRY: THE EFFECT OF GREENWASHING PERCEPTIONS ON PURCHASE INTENTION THROUGH BRAND IMAGE

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Christina Whidya Utami
Universitas Ciputra, Indonesia
Indonesia

Teofilus Teofilus
Universitas Ciputra, Indonesia
Indonesia

Yohannes Somawiharja
Universitas Ciputra, Indonesia
Indonesia

Antonius Tanan
Universitas Ciputra, Indonesia
Indonesia

Aisyah Salsabila
Universitas Ciputra, Indonesia
Indonesia

Yosef Evandro Emantyo
Universitas Ciputra, Indonesia
Indonesia

Chia Han Tsai
Global Master Tourism and Management, National Chiayi University, Taiwan
Taiwan, Province of China

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