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Green or social? An analysis of environmental and social sustainability advertising and its impact on brand personality, credibility and attitude

Sander, Frauke; Föhl, Ulrich; Walter, Nadine; Demmer, Vera - In: Journal of Brand Management 28 (2021) 4, pp. 429-445

The aim of this paper is to examine the impact of sustainability advertising on brand personality, credibility, attitude toward the ad and brand attitude; special attention was given to whether or not environmental and social sustainability advertising have different effects. The results of an...

Persistent link: https://www.econbiz.de/10014501591

Green or social? : an analysis of environmental and social sustainability advertising and its impact on brand personality, credibility and attitude

Sander, Frauke; Föhl, Ulrich; Walter, Nadine; Demmer, Vera - In: The journal of brand management : an international journal 28 (2021) 4, pp. 429-445

Persistent link: https://www.econbiz.de/10012550332