Benoît-Moreau, Florence; Larceneux, Fabrice; Parguel, … - Université Paris-Dauphine (Paris IX) - 2010
This research investigates the effect of substantive (verbal) and associative (visual and sound) execution factors on brand ecological image in case of greenwashing. Experimentation’s results show a positive effect of the semantic « more ecological ». They show a double effect of associative...