Measures that can boost outcomes from environmental product claims
This study establishes claim specificity as a conceptually distinct message characteristic and a robust antecedent of claim credibility. The relationship between the specificity and the credibility of green claims is examined by way of a 2 × 2 online experiment, with a broad sample of consumers. The...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
World Advertising Research Center
2018
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| Online Access: | View Fulltext in Publisher |