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How Green Should You Be: Can Environmental Associations Enhance Brand Performance?

Francisco Javier Montoro-Rios, Teodoro Luque-Martínez, Miguel-Angel Rodríguez-Molina
DOI: 10.2501/S0021849908080525 Published 1 December 2008
Francisco Javier Montoro-Rios
University of Granada, Spain,
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  • For correspondence: fmontoro@ugr.es
Teodoro Luque-Martínez
University of Granada, Spain,
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  • For correspondence: tluque@ugr.es
Miguel-Angel Rodríguez-Molina
University of Granada, Spain,
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ABSTRACT

Although few studies have empirically verified the trend, environmental associations seem to have become a generally accepted way of enhancing brand equity. This study used an experimental design (with a sample of 828 adult shoppers) to investigate the relevance of information about environmental performance to the improvement of attitudes toward a brand. According to the Elaboration Likelihood Model, the study shows that the relationship between environmental associations and attitudes toward a brand are conditioned in part by the product category and the brand. As such, the usefulness of environmental associations to improve attitudes toward a brand should not be generalized.

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Vol 48 Issue 4

Journal of Advertising Research: 48 (4)
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How Green Should You Be: Can Environmental Associations Enhance Brand Performance?
Francisco Javier Montoro-Rios, Teodoro Luque-Martínez, Miguel-Angel Rodríguez-Molina
Journal of Advertising Research Dec 2008, 48 (4) 547-563; DOI: 10.2501/S0021849908080525

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How Green Should You Be: Can Environmental Associations Enhance Brand Performance?
Francisco Javier Montoro-Rios, Teodoro Luque-Martínez, Miguel-Angel Rodríguez-Molina
Journal of Advertising Research Dec 2008, 48 (4) 547-563; DOI: 10.2501/S0021849908080525
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