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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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