PT  - JOURNAL ARTICLE
AU  - Francisco Javier Montoro-Rios
AU  - Teodoro Luque-Martínez
AU  - Miguel-Angel Rodríguez-Molina
TI  - How Green Should You Be: Can Environmental Associations Enhance Brand Performance?
AID  - 10.2501/S0021849908080525
DP  - 2008 Dec 01
TA  - Journal of Advertising Research
PG  - 547--563
VI  - 48
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/48/4/547.short
4100  - http://www.journalofadvertisingresearch.com/content/48/4/547.full
SO  - J Advert Res2008 Dec 01; 48
AB  - 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.