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Matching green messages with brand positioning to improve brand evaluation

Author

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  • Vilasanti da Luz, Victoria
  • Mantovani, Danielle
  • Nepomuceno, Marcelo Vinhal

Abstract

This study investigates the effect of brand positioning (luxury vs. mass-market) on the relationship between the type of green message (demarketing vs. environmental) and brand evaluation. Three studies demonstrate that a luxury (vs. mass-market) positioning generates more positive brand attitudes and a higher willingness to buy in the demarketing (vs. environmental) green message condition. However, brands with an essential green mission statement equally benefit from using demarketing or green environmental messages. The experiments also show the mediating effect of ad believability. These results contribute to green advertising and brand literature by extending findings on demarketing as a type of green message and advancing the discussion of the uses of green messages by luxury and mass-market brands. They are also useful for managers by demonstrating how non-green brands are able to use a green strategy while maintaining a positive evaluation.

Suggested Citation

  • Vilasanti da Luz, Victoria & Mantovani, Danielle & Nepomuceno, Marcelo Vinhal, 2020. "Matching green messages with brand positioning to improve brand evaluation," Journal of Business Research, Elsevier, vol. 119(C), pages 25-40.
    • Handle: RePEc:eee:jbrese:v:119:y:2020:i:c:p:25-40
    DOI: 10.1016/j.jbusres.2020.07.024
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    2. Michel, Géraldine & Stathopoulou, Anastasia & Valette-Florence, Pierre, 2022. "Luxury is still alive and well: A spotlight on its multifaceted components," Journal of Business Research, Elsevier, vol. 153(C), pages 276-284.
    3. Huidong Sun & Mustafa Raza Rabbani & Naveed Ahmad & Muhammad Safdar Sial & Guping Cheng & Malik Zia-Ud-Din & Qinghua Fu, 2020. "CSR, Co-Creation and Green Consumer Loyalty: Are Green Banking Initiatives Important? A Moderated Mediation Approach from an Emerging Economy," Sustainability, MDPI, vol. 12(24), pages 1-22, December.
    4. Eunhye Park & Junehee Kwon & Sung-Bum Kim, 2021. "Green Marketing Strategies on Online Platforms: A Mixed Approach of Experiment Design and Topic Modeling," Sustainability, MDPI, vol. 13(8), pages 1-17, April.
    5. Shichang Liang & Min Zhang & Yuxuan Chu & Lingling He, 2022. "Should “Green” Be Precise? The Effect of Information Presentation on Purchasing Intention of Green Products," Sustainability, MDPI, vol. 14(16), pages 1-16, August.
    6. Marlene Vock, 2022. "Luxurious and responsible? Consumer perceptions of corporate social responsibility efforts by luxury versus mass-market brands," Journal of Brand Management, Palgrave Macmillan, vol. 29(6), pages 569-583, November.

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