When does green advertising work? The moderating role of product type

Journal of Marketing Communications

Volumn 20, Issue 3, 2014, Pages 197-213

  Kong, Ying ^a   Zhang, Lingling ^a  

^a TOWSON UNIVERSITY   (United States)

Author keywords

ad effectiveness; cognitive response; green advertising; product type

Indexed keywords

EID: 84902834115     PISSN: 13527266     EISSN: 14664445     Source Type: Journal    
DOI: 10.1080/13527266.2012.672335     Document Type: Article

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