Green Media : Exploring Green Media Selection and its Impact on Communication Effectiveness
Does the choice of a medium, by which a company’s advertising message is carried, communicate something about that company’s commitment to act responsibly towards the green environment? Does the choice of a medium that consumers perceive as more harmful for the green environment impact ad and brand...
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| Format: | Doctoral Thesis |
| Language: | English |
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Handelshögskolan i Stockholm, Institutionen för Marknadsföring och strategi
2013
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| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:hhs:diva-2033 http://nbn-resolving.de/urn:isbn:978-91-7258-878-3 |