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
Share Proceeding
Featured papers
See MoreFeatured
Do You Trust the System? Interaction Effect between Perceived Economic Mobility and Socioeconomic Status on Fair Market Ideology and Consumer Responses
Chun-Ming Yang, Ming Chuan University, Taiwan
Chia-Chi Chang, National Chiao Tung University
Featured
Thou Shalt Not Look! When Processing the Odds Visually Biases Gambling Behavior
Rod Duclos, Western University, Canada
Mansur Khamitov, Nanyang Technological University, Singapore
Featured
Consumer Response to Innovations: The Differential Effects of Focused and Defocused Attention on Perceived Novelty, Usefulness and Symbolism
Katarina Hellén, Univeristy of Vaasa
Maria Sääksjärvi, Delft University of Technology, The Netherlands