Green branding effects on attitude: functional versus emotional positioning strategies

@inproceedings{Hartmann2005GreenBE,
  title={Green branding effects on attitude: functional versus emotional positioning strategies},
  author={Patrick Hartmann and Vanessa Apaolaza Ib{\'a}{\~n}ez and F. J. Forcada Sa{\'i}nz},
  year={2005}
}
Purpose – Proposes a set of strategic options for green brand positioning, based either on functional brand attributes or on emotional benefits. The aim of the study is to test the suggested green positioning strategies against one another, assessing their effect on perceived brand positioning and brand attitude.Design/methodology/approach – A theoretical model of the dimensionality and attitudinal effects of green brand positioning was developed. Both suggested alternatives to green brand… CONTINUE READING

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