The Implications of Mother Nature: Experimentally Induced Gender Brand Personality Predicts Green Brand Image

What influences consumers’ judgments of a brand in terms of its green image? Experimental data show that people perceive brands with female attributes as having a more pro-environmental image compared to brands with male attributes offering the same products.



Citation:

Matthias Spörrle, Magdalena Bekk, and Christoph Hohenberger (2014) ,"The Implications of Mother Nature: Experimentally Induced Gender Brand Personality Predicts Green Brand Image ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 811-811.

Authors

Matthias Spörrle, University of Applied Management, Germany
Magdalena Bekk, University of Cologne, Germany
Christoph Hohenberger, Technical University of Munich - School of Management, Germany



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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