Matthes, Jörg; Wonneberger, Anke; Schmuck, Desirée - In: Journal of Business Research 67 (2014) 9, pp. 1885-1893
toward the ad. These effects do not depend on consumers' green involvement. Functional ads, in contrast, only impact brand ….S. consumers suggest that both the emotional and the mixed-type ads significantly affect brand attitude, mediated by attitude …