EGOISTIC AND ALTRUISTIC CLAIMS IN GREEN APPAREL ADVERTISING
Tae-Im Han, Haesun Park-Poaps
- LanguageENG
- URLhttp://db.koreascholar.com/Article/Detail/422995
Global Marketing Conference
2023 Global Marketing Conference at Seoul
(2023.07)
pp.1017-1018
pp.1017-1018
글로벌지식마케팅경영학회
(Global Alliance of Marketing & Management Associations)
Abstract
The purpose of this research is to examine the effectiveness of egoistic and altruistic claims in organic cotton apparel advertising. We examined how those claims can influence attitudes toward the product, attitudes toward the brand, and purchase intentions.
Author