On the Persuasiveness of Opinions versus Advice: An Information Diagnosticity Perspective
Consumers can share information about products in the form of either opinions—whereby they merely communicate whether they like or dislike a product—or advice—whereby they also provide explicit
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06/03/2014
• #Consumer Activism
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
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06/03/2014
• #Greenwashing
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
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06/03/2014
• #Corporate Social Responsibility
Consumer Perceptions of Greenwashing: The Role of Third-Party Labels, Brand Positioning, and Type of Ad Appeal
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’
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06/03/2014
• #Greenwashing
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
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06/03/2014
• #Corporate Image
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
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06/03/2014
• #Social Impact
Towards a Re-Conceptualisation and Measurement of Services Brand Identity
The paper focuses on conceptualizing and measuring brand identity in services. We develop a valid and reliable scale to measure services brand identity. The lack of a consumer-based conceptualisation
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06/03/2014
• #Marketing Messaging
Adopting a Relationship Marketing Approach in Retailing Services Context in Order to Explain Consumers’ Intention to Re-purchase PLBs: A Fuzzy Set Qualitative Comparative Analysis Approach
The present study aims to extend our knowledge regarding consumers’ future behaviour towards Private Label Brands (PLBs) by putting together traditionally price-related factors such as price
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06/03/2014
• #Planning and Strategy Management