TRAN CONG DUC; TRAN THI THU HANG; TRAN THI VAN TRANG; LAM TRIEU VY. WHAT LEADS CUSTOMER TO DEFEND THE BRAND: THE ROLE OF GREEN INNOVATION AND PERCEIVED MARKETPLACE INFLUENCE. International Journal of Business and Society, [S. l.], v. 27, n. 1, p. 436–460, 2026. DOI: 10.33736/ijbs.12833.2026. Disponível em: https://publisher.unimas.my/ojs/index.php/IJBS/article/view/12833. Acesso em: 8 may. 2026.