Huertas García, RubénConsolación Segura, CarolinaMas Machuca, Marta2016-11-042016-11-042016-040263-5577https://hdl.handle.net/2445/103306The 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.17 p.application/pdfeng(c) Emerald, 2016Construcció de marca (Màrqueting)BeneficisSostenibilitat (Ciències de la informació)Branding (Marketing)ProfitSustainability (Information science)info:eu-repo/semantics/article6553172016-11-04info:eu-repo/semantics/openAccess