An experimental study of the effect of green positioning on brand attitude
Reducing the environmental impact of a product or its manufacturing process not necessarily limits the company’s activities. In the context of a green branding strategy, it might as well open new business opportunities. Ecological positioning provides a strategic tool for the active implementation o...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidad del País Vasco (UPV/EHU)
2004-06-01
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| Series: | Management Letters/Cuadernos de Gestión |
| Subjects: | |
| Online Access: | http://www.ehu.es/cuadernosdegestion/revista/index.php/en/published-issues?y=2004&v=4&n=1&o=5 |