Shafie, N. I., M. H. A. Rashid, R. Harun, N. F. A. Rahman, and N. H. A. Rahman. “GREEN BRANDING AS A SUSTAINABLE MARKETING STRATEGY IN HOTELS: RISKS AND FUTURE RESEARCH DIRECTIONS”. INTERNATIONAL JOURNAL OF ENTREPRENEURSHIP AND MANAGEMENT PRACTICES (IJEMP), vol. 9, no. 35, Sept. 2026, pp. 1026-42, doi:10.35631/IJEMP.936057.