کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1026980 | 942182 | 2013 | 6 صفحه PDF | دانلود رایگان |
![عکس صفحه اول مقاله: The effect of ‘green’ messages on brand purchase and brand rejection The effect of ‘green’ messages on brand purchase and brand rejection](/preview/png/1026980.png)
• The paper considers brand rejection of ‘green’ and non-green brands.
• ‘Green’ brands are small because of low awareness and not conscious rejection.
• Not being ‘green’ is not a reason for brand rejection.
• ‘Green’ brands should build more relevant memory structures to be salient for many customers.
The paper considers consumer brand rejection of ‘green’ and non-green brands. We find empirically that ‘green’ brands are not considered largely because they are unfamiliar, rather than being consciously rejected. Consumers do not think about these brands in a buying situation, suggesting that their single ‘green’ message is not enough to make it into the shoppers’ consideration set. Additionally, not being ‘green’ was not a reason for rejection of non-green brands. These findings highlight the importance of brand advertising to build multiple, relevant memory structures for any brand, thereby increasing the probability of being thought of during a buying occasion.
Journal: Australasian Marketing Journal (AMJ) - Volume 21, Issue 2, May 2013, Pages 105–110