F12. Matching Green Advertising Strategies and Brand Positioning to Improve Brand Evaluation
This study shows that brand evaluations are highest when luxury positioning is used with green demarketing and when fast fashion is used with environmentalism. Ad believability mediated this effect. Environmentalism and demarketing have an equal positive effect on self-brand connection and brand attitudes of notoriously green brands.
Danielle Mantovani, Victoria Vilasanti, Marcelo Vinhal Nepomuceno, and Cecilia Souto Maior (2018) ,"F12. Matching Green Advertising Strategies and Brand Positioning to Improve Brand Evaluation", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 919-919.
Danielle Mantovani, Federal University of Paraná
Victoria Vilasanti, Federal University of Paraná
Marcelo Vinhal Nepomuceno, HEC Montreal, Canada
Cecilia Souto Maior, Federal University of Paraná
NA - Advances in Consumer Research Volume 46 | 2018
Brands as Mediators: A Research Agenda
Philipp K. Wegerer, University of Innsbruck, Austria
The Mystique of Masculine and Feminine Choices: How Aversive Feelings Underlie Preferences
Niusha Jones, University of North Texas
Blair Kidwell, University of North Texas
Do Altruistic Individuals "Share" More Contents on Social Media?
Travis Tae Oh, Columbia University, USA
Keith Wilcox, Columbia University, USA