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Merchandising/Marketing/Retailing: Branding

Marketing Green Apparel: Do Advertisement Claims Influence Consumer Perceptions?

Authors
  • Hyeon Jeong Cho (Southeast Missouri State University)
  • Sojin Jung (Hong Kong Polytechnic University)

Abstract

The study was designed to answer (1) how different advertisement claims result in positive perceptions (purchase intention and willingness to pay premium) and (2) how consumers' orientation to impression management moderates the effects of each claim on these positive perceptions. To this end, we designed a between-subject experimental study with the manipulation of three different claims.

How to Cite:

Cho, H. & Jung, S., (2017) “Marketing Green Apparel: Do Advertisement Claims Influence Consumer Perceptions?”, International Textile and Apparel Association Annual Conference Proceedings 74(1).

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Published on
01 Jan 2017
Peer Reviewed
License
Creative Commons Attribution 4.0