Artikel
Green or social? An analysis of environmental and social sustainability advertising and its impact on brand personality, credibility and attitude
The aim of this paper is to examine the impact of sustainability advertising on brand personality, credibility, attitude toward the ad and brand attitude; special attention was given to whether or not environmental and social sustainability advertising have different effects. The results of an online survey revealed that environmental sustainability advertising has a stronger influence than social sustainability advertising. Thus, the findings suggest that a focus on environmental aspects delivers the more impactful advertising content when promoting a brand's sustainability. This result is consistent with the existing studies on the sub-dimensions of sustainability; although only researched in different contexts, earlier findings also showed that environmental sustainability has a higher impact. Furthermore, an explicit integration of environmental aspects into the measurement of brand personalities offers a new and interesting field of future research. The study is based on data collected from 166 respondents. The impact of sustainability advertising is investigated by an experimental manipulation of the advertising condition. To test the hypotheses, structural equation models are applied, as well as one-way analyses of variance.
- Language
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Englisch
- Bibliographic citation
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Journal: Journal of Brand Management ; ISSN: 1479-1803 ; Volume: 28 ; Year: 2021 ; Issue: 4 ; Pages: 429-445 ; London: Palgrave Macmillan UK
- Classification
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Wirtschaft
- Subject
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Brand personality
Sustainability advertising
Social sustainability advertising
Environmental advertising
Brand attitude
Credibility
- Event
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Geistige Schöpfung
- (who)
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Sander, Frauke
Föhl, Ulrich
Walter, Nadine
Demmer, Vera
- Event
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Veröffentlichung
- (who)
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Palgrave Macmillan UK
- (where)
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London
- (when)
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2021
- DOI
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doi:10.1057/s41262-021-00236-8
- Last update
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10.03.2025, 11:44 AM CET
Data provider
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
Object type
- Artikel
Associated
- Sander, Frauke
- Föhl, Ulrich
- Walter, Nadine
- Demmer, Vera
- Palgrave Macmillan UK
Time of origin
- 2021
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