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Title: How a sustainable message affects brand attributes?
Author: Huertas García, Rubén
Consolación Segura, Carolina
Mas Machuca, Marta
Keywords: Construcció de marca (Màrqueting)
Sostenibilitat (Ciències de la informació)
Branding (Marketing)
Sustainability (Information science)
Issue Date: Apr-2016
Publisher: Emerald
Abstract: The purpose of this paper is to understand how an advertising campaign incorporating an ecological message affects heuristic structure of consumer preferences for hedonic (design and aesthetics) and utilitarian benefits (functionality and performance) provided by the product advertised. Also, the second objective is to reach an understanding of how brand equity moderates these relationships.
Note: Versió postprint del document publicat a:
It is part of: Industrial Management & Data Systems, 2016, vol. 116, num. 3, p. 466-482
Related resource:
ISSN: 0263-5577
Appears in Collections:Articles publicats en revistes (Empresa)

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