The efficacy of green package cues for mainstream versus niche brands : how mainstream green brands can suffer at the shelf
Year of publication: |
June 2018
|
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Authors: | Wood, Stacy ; Robinson, Stefanie ; Poor, Morgan |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 58.2018, 2, p. 165-176
|
Subject: | Markenartikel | Brand | Markenführung | Brand management | Öko-Produkt | Sustainable product |
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