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http://hdl.handle.net/2445/103306| Title: | How a sustainable message affects brand attributes? |
| Author: | Huertas García, Rubén Consolación Segura, Carolina Mas Machuca, Marta |
| Keywords: | Construcció de marca (Màrqueting) Beneficis Sostenibilitat (Ciències de la informació) Branding (Marketing) Profit 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: https://doi.org/10.1108/IMDS-06-2015-0237 |
| It is part of: | Industrial Management & Data Systems, 2016, vol. 116, num. 3, p. 466-482 |
| URI: | http://hdl.handle.net/2445/103306 |
| Related resource: | https://doi.org/10.1108/IMDS-06-2015-0237 |
| ISSN: | 0263-5577 |
| Appears in Collections: | Articles publicats en revistes (Empresa) |
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| File | Description | Size | Format | |
|---|---|---|---|---|
| 655317.pdf | 840.45 kB | Adobe PDF | View/Open |
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