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2016-04

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Please use this identifier to cite or link to this item: https://hdl.handle.net/2445/103306

How a sustainable message affects brand attributes?

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https://doi.org/10.1108/IMDS-06-2015-0237

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.

Subject

Construcció de marca (Màrqueting), Beneficis, Sostenibilitat (Ciències de la informació)

Subject (English)

Branding (Marketing), Profit, Sustainability (Information science)

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HUERTAS GARCÍA, Rubén, CONSOLACIÓN SEGURA, Carolina and MAS MACHUCA, Marta. How a sustainable message affects brand attributes?. Industrial Management & Data Systems. 2016. Vol. 116, num. 3, pags. 466-482. ISSN 0263-5577. [consulted: 8 of June of 2026]. Available at: https://hdl.handle.net/2445/103306

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