haku: @author Hartmann, P. / yhteensä: 7
viite: 1 / 7
« edellinen | seuraava »
| Tekijä: | Hartmann, P. Apaolaza-Ibáñez, V. |
| Otsikko: | Green advertising revisited. Conditioning virtual nature experiences |
| Lehti: | International Journal of Advertising
2009 : VOL. 28:4, p. 715-739 |
| Asiasana: | brands attitudes advertising advertising research consumer behaviour |
| Vapaa asiasana: | green advertising |
| Kieli: | eng |
| Tiivistelmä: | In the article, the concept of virtual nature experiences is introduced to point out a perceptual mechanism through which the association of a brand with nature imagery may lead to significant advertising effects. The perceptual and attitudinal effects of substantive green claims and nature imagery are analysed. The results confirm significant perceptual and attitudinal effects of both informational claims and virtual nature experiences. Virtual nature experiences are identified as a distinct perceptual dimension of green brand associations. |
« edellinen | seuraava »
SCIMA