Communicating green marketing appeals effectively : the role of consumers' motivational orientation to promotion versus prevention
Hsuan-Hsuan Ku, Chien-Chih Kuo, Ching-Luen Wu, and Chih-Ying Wu
| Year of publication: |
2012
|
|---|---|
| Authors: | Ku, Hsuan-hsuan ; Kuo, Chien-chih ; Wu, Ching-luen ; Wu, Chih-ying |
| Published in: |
Journal of advertising : official publication of the American Academy of Advertising. - Philadelphia, Pa. : Taylor & Francis, ISSN 0091-3367, ZDB-ID 435192-7. - Vol. 41.2012, 4, p. 41-50
|
| Subject: | Öko-Marketing | Green marketing | Markenimage | Brand image | Werbewirkung | Advertising effects | Kaufmotiv | Consumer motivation | Taiwan |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009762983