Do green packages lead to misperceptions? The influence of package colors on consumers’ perceptions of brands with environmental claims

Marketing Letters

Volumn 28, Issue 3, 2017, Pages 357-369

  Seo, Joon Yong ^a   Scammon, Debra L ^b  

^a STATE UNIVERSITY OF NEW YORK   (United States)

^b UNIVERSITY OF UTAH   (United States)

Author keywords

Color; Environmental claim; Matching effect; Processing fluency; Product package

Indexed keywords

EID: 85014628024     PISSN: 09230645     EISSN: None     Source Type: Journal    
DOI: 10.1007/s11002-017-9420-y     Document Type: Article

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