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| Author: | Chan, R. |
| Title: | The effectiveness of environmental advertising: the role of claim type and the source country green image |
| Journal: | International Journal of Advertising
2000 : VOL. 19:3, p. 349-376 |
| Index terms: | EFFECTIVENESS ENVIRONMENT CHINA |
| Language: | eng |
| Abstract: | This study examines how environmental claim type may affect the communication effectiveness of environmental advertising, and how the source country's green image may moderate the claim type - effectiveness relationship. By applying a 4 times 2 factorial research design to investigate 800 subjects in Guangzhou, China, the study demonstrates that environmental claim type and the source country's greed image both exert a significant main effect on the effectiveness. |
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