The effect of ‘green’ messages on brand purchase and brand rejection |
Abstract:
The paper considers consumer brand rejection of ‘green’ and non-green brands. We find empirically that green’ brands are not considered largely because they are unfamiliar, rather than being consciously rejected. Consumers do not think about these brands in a buying situation, suggesting that their single green’ message is not enough to make it into the shoppers’ consideration set. Additionally, not being green’ was not a reason for rejection of non-green brands. These findings highlight the importance of brand advertising to build multiple, relevant memory structures for any brand, thereby increasing the probability of being thought of during a buying occasion. |
| Keywords: |
effect,green, messages, brand, purchase, brand, rejection |
| Author(s): |
Meagan Wheeler , Anne Sharp , Magda Nenycz-Thiel |
| Source: |
Australasian Marketing Journal 21 (2013) 105–110 |
| Subject: |
بازاریابی |
| Category: |
مقاله مجله |
| Release Date: |
2013 |
| No of Pages: |
6 |
| Price(Tomans): |
0 |
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بر اساس شرایط و ضوابط ارسال مقاله در سایت مدیر، این مطلب توسط یکی از نویسندگان ارسال گردیده است. در صورت مشاهده هرگونه تخلف، با تکمیل فرم گزارش تخلف حقوق مؤلفین مراتب را جهت پیگیری اطلاع دهید.
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