Marketing eco-fashion: The influence of brand name and message explicitness

@inproceedings{Yan2012MarketingET,
  title={Marketing eco-fashion: The influence of brand name and message explicitness},
  author={Ruoh-Nan Yan and Karen H. Hyllegard and LaVon F. Blaesi},
  year={2012}
}
This study investigated the influence of two variables – brand name and message explicitness – on attitude toward advertisement and attitude toward brand, and further, explored the impact of attitude toward advertisement, attitude toward brand, and other variables on consumer purchase intention. A questionnaire with an experimental design component was administered to 343 college students. Results revealed that respondents formed positive attitudes toward apparel brand when the advertising… CONTINUE READING

Citations

Publications citing this paper.
SHOWING 1-10 OF 25 CITATIONS

Consumers' choices towards Eco-Fashion

  • 2017
VIEW 2 EXCERPTS
CITES BACKGROUND