Purpose: This paper aims to explore how the socio-ecological model can be expanded to address wicked problems that are perpetuated by marketing systems through examining the ways the external environment can be targeted. Design/methodology/approach: The authors used an extended socio-ecological...

Purpose: The purpose of this paper is to examine how consumer attitudes are affected by corporate brands that have newly adopted a sustainable brand image. Specifically, this paper examines consumer responses to ad–brand incongruity and tests whether two-sided messages yield greater...