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EGOISTIC AND ALTRUISTIC CLAIMS IN GREEN APPAREL ADVERTISING

  • 언어ENG
  • URLhttps://db.koreascholar.com/Article/Detail/422995
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글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
초록

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.

저자
  • Tae-Im Han(California State University Long Beach, USA)
  • Haesun Park-Poaps(Ohio University, USA)