‘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
The literature reflects little effort to develop a framework that embodies all organizational prerequisites that companies should satisfy in order to build a green marketing strategy. The authors
Numerous companies today engage in greenwashing, which tends to create confusion for consumers and leads to negative consumer responses. Yet, current literature seldom investigates how consumers’
The main aim of this research is to evaluate the effects that experiencing an event has on experience with the promoting brand. The study analysed the musical event MTV winter festival, considering
The paper focuses on the growing aspect of consumer-brand communities in the online context and the manner that the engagement of individuals in brand communities can actually support the broadening
