TY - JOUR T1 - How Green Should You Be: Can Environmental Associations Enhance Brand Performance? JF - Journal of Advertising Research JO - J Advert Res SP - 547 LP - 563 DO - 10.2501/S0021849908080525 VL - 48 IS - 4 AU - Francisco Javier Montoro-Rios AU - Teodoro Luque-Martínez AU - Miguel-Angel Rodríguez-Molina Y1 - 2008/12/01 UR - http://www.journalofadvertisingresearch.com/content/48/4/547.abstract N2 - 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. ER -