This paper examines the ‘executional greenwashing’ effect, i.e. the use of nature-evoking elements in advertisements to artificially enhance a brand’s ecological image. Theoretical and regulatory implications are discussed.

Demand for green products continues to grow. This research examines green products’ retention of value and whether new green brands differ from green brand extensions in their ability to retain value amidst technological innovations. Modeling of data from the used car market between 2004 and...

This research emically documents consumers’ experience of the end of a favorite television series. Anchored in the domain of evolving narrative brands, of which TV series are an archetypal example, this work draws from narrative theory, brand relationship theory, and basic research on...

‘Executional greenwashing’ refers to the use of nature-evoking elements in advertisements to artificially enhance a brand’s ecological image. Based on classic models of persuasion, a first experiment reveals that evoking nature does mislead consumers, especially if they have low knowledge...

This article develops and tests a conceptual framework for the practice of product placement. The empirical testing introduces a controlled experimental approach called the theater methodology. Results show that the modality of presentation (visual and auditory) of the placements and the degree...

Volitional reconsumption refers to experiences that consumers actively and consciously seek to experience again. Phenomenological interviews centered on the rereading of books, the rewatching of movies, and the revisiting of geographic places reveal the temporal and focal dimensions of hedonic...