%0 Journal Article %A Francisco Javier Montoro-Rios %A Teodoro Luque-Martínez %A Miguel-Angel Rodríguez-Molina %T How Green Should You Be: Can Environmental Associations Enhance Brand Performance? %D 2008 %R 10.2501/S0021849908080525 %J Journal of Advertising Research %P 547-563 %V 48 %N 4 %X 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. %U https://www.journalofadvertisingresearch.com/content/jadvertres/48/4/547.full.pdf