Using Reference Groups in Green Communication
In marketing practice using celebrities (especially actors/actresses, sportsmen and sportswomen and popular models) is a very typical and widely used technic. Nowadays there is a general expectation from the society that celebrities have to make contribution to the solution of social and environmental problems. It is obvious that these actions also mean remarkable part of the PR activities of stars. But using celebrities in profit-oriented green communication is costly and risky at the same time, while “up and down”-s are very typical in their reputation. I have chosen two women, an actress/TV hostess and a model/TV hostess as an example, with which I would like to turn the attention to two crucial elements: question of credibility and potential areas of using celebrities as reference group.
|This chapter was published in: György Kadocsa (ed.) , , pages 247-258, 2011.|
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- Bearden, William O & Etzel, Michael J, 1982. " Reference Group Influence on Product and Brand Purchase Decisions," Journal of Consumer Research, Oxford University Press, vol. 9(2), pages 183-94, September.
- Park, C Whan & Lessig, V Parker, 1977. " Students and Housewives: Differences in Susceptibility to Reference Group Influence," Journal of Consumer Research, Oxford University Press, vol. 4(2), pages 102-10, Se.
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