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Green Branding: Functional vs Emotional Strategies by Elle A is a document available to read on EtoBox.

This document summarizes a research article that studied the effects of different green branding strategies on brand attitude. It tested positioning strategies that focused on either functional attributes or emotional benefits, as well as a combined strategy. Results found that green branding overall had a positive influence on brand attitude. Functional and emotional dimensions of green positioning were distinct but interacted in forming attitude. The combined strategy of functional attributes and emotiona

Author

Elle A

Language

EN