Green Claims and Message Frames: How Green New Products Change Brand Attitude
Abstract
In response to a top ten global consumer trend, firms are increasingly introducing environmentally sustainable (“green”) new products. Firms allocate significant resources to this area; thus, the authors consider the brand-level implications by investigating how the introduction of green new products changes attitude toward the brand. In examining this relationship, they draw from social identity and framing theories to investigate drivers of...
Paper Details
Title
Green Claims and Message Frames: How Green New Products Change Brand Attitude
Published Date
Sep 1, 2014
Journal
Volume
78
Issue
5
Pages
119 - 137
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