RT Journal Article
SR Electronic
T1 How Green Should You Be: Can Environmental Associations Enhance Brand Performance?
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 547
OP 563
DO 10.2501/S0021849908080525
VO 48
IS 4
A1 Montoro-Rios, Francisco Javier
A1 Luque-Martínez, Teodoro
A1 Rodríguez-Molina, Miguel-Angel
YR 2008
UL http://www.journalofadvertisingresearch.com/content/48/4/547.abstract
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.