Can Evoking Nature In Advertising Mislead Consumers? The Power Of ‘Executional Greenwashing’
‘Executional greenwashing’ refers to the use of nature-evoking elements in advertisements to artificially enhance a brand’s ecological image. Based on classic models of persuasion, a first Read More »
Author: Beatrice Parguel, Florence Benoît-Moreau, Cristel Russell
Contributor: eb™ Research Team
Green Marketing Orientation: Introducing A New Construct
The literature reflects little effort to develop a framework that embodies all organizational prerequisites that companies should satisfy in order to build a green marketing strategy. The authors Read More »
Author: Karolos - Konstantinos Papadas, George J. Avlonitis, Kalipso Karantinou
Contributor: eb™ Research Team
Consumer Perceptions Of Greenwashing: The Role Of Third-Party Labels, Brand Positioning, And Type
Numerous companies today engage in greenwashing, which tends to create confusion for consumers and leads to negative consumer responses. Yet, current literature seldom investigates how consumers’ Read More »
Author: Valérie Swaen, Catherine Janssen, Barbara Dupont
Contributor: eb™ Research Team
Experiential Marketing In An Entertainment Service: Event-Brand Transfer
The main aim of this research is to evaluate the effects that experiencing an event has on experience with the promoting brand. The study analysed the musical event MTV winter festival, considering Read More »
Author: Natalia Vila, Ines Kuster-Boluda, Mª Carmen Rodriguez-Molina, Lisa Scribner, Asuncion Hernandez-Fernández
Contributor: eb™ Research Team
Brands As Socialising Agents
The paper focuses on the growing aspect of consumer-brand communities in the online context and the manner that the engagement of individuals in brand communities can actually support the broadening Read More »