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January 1, 2005Marketing Intelligence & Planning

Green branding effects on attitude: functional versus emotional positioning strategies

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Authors

PHPatrick HartmannUniversity of the Basque CountryVAVanessa ApaolazaEconomie PubliqueFSFrancisco Javier Forcada SainzUniversity of the Basque Country

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Hartmann et al. (2005) studied this question.

synapsesocial.com/papers/6a02de2d75054b3fdf9e2229https://doi.org/10.1108/02634500510577447
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