Rui Guo

A Path Analysis of Greenwashing in a Trust Crisis Among Chinese Energy Companies: The Role of Brand Legitimacy and Brand Loyalty

Rui Guo, Tao Lan, Caroline Bingxin Li et al. · Journal of Business Ethics · 2015 · 236 citations

Green Marketing, Greenwashing, Brand Equity +13

The Defining Role of Environmental Self-Identity among Consumption Values and Behavioral Intention to Consume Organic Food

Haroon Qasim, Liang Yan, Rui Guo et al. · International Journal of Environmental Research and Public Health · 2019 · 163 citations · Full text

Sustainable Consumption, Consumption Values, Consumer Research +17

Timely or considered? Brand trust repair strategies and mechanism after greenwashing in China—from a legitimacy perspective

Rui Guo, Wei Zhang, Tao Wang et al. · Industrial Marketing Management · 2018 · 131 citations

Green Marketing, Greenwashing, Management +9

The many faces of trust and guanxi behavior: Evidence from marketing channels in China

Zhigang Shou, Rui Guo, Qiyuan Zhang et al. · Industrial Marketing Management · 2011 · 117 citations

Relationship Marketing, Management, Business +7

The effect of a green brand story on perceived brand authenticity and brand trust: the role of narrative rhetoric

Chaohua Huang, Rui Guo · Journal of Brand Management · 2020 · 86 citations

Marketing, Green Marketing, Brand Trust +11