1. |
- Bergkvist, Lars, et al.
(författare)
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Effects of Green Seals of Approval on Brand Perceptions
- 2012
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Ingår i: Advances in Advertising Research (Vol. 3). - Wiesbaden : Gabler Verlag/GWV Fachverlage GmbH. - 9783834942906 - 9783834942913 ; , s. 81-92
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Bokkapitel (refereegranskat)abstract
- There is a fair amount of research on green consumption and some research specifically focused on green seals of approval (hereafter referred to as green seals). For example, there are studies on the general communication effects of green seals (D’Souza et al., 2006; D’Souza et al., 2007), their appropriateness for specific product categories (Montoro-Rios et al., 2006; Montoro-Rios et al., 2008) and their origin, standards and classification (Horne, 2009).
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2. |
- Rosengren, Sara, et al.
(författare)
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Creative Media Choice as a Marketing Signal
- 2012
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Ingår i: Advances in Advertising Research Vol III. - Wiesbaden : Gabler Verlag. - 9783834942913 - 9783834942906 ; 3, s. 343-351
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Bokkapitel (övrigt vetenskapligt/konstnärligt)abstract
- Over the past decade, the practice of creative media choice, in which nontraditional media are creatively employed to implicitly communicate a target message, has grown rapidly (e.g., Dahlén, 2009; Dahlén et al. 2009a). Most likely, this trend will continue as marketers face ever higher levels of advertising clutter in traditional media, and need to find new ways to stand out (Elliott and Speck, 1998; Rosengren, 2008).
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