Madhunimasha, M. M. S. C.; Pathmini, M. G. S.
(University of Ruhuna, 2021-09-02)
The aim of this paper is to examine the impact of Green Marketing Strategies (GMS) on Customer-Based Brand Equity (CBBE) in green hotels in Sri Lanka. The paper opens by identifying CBBE as a paradox for GMS and a short ...