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Keywords: Green advertising
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2016) 34 (6): 863–882.
Published: 05 September 2016
... to show that message involvement influences attitude towards green advertisements. Design/methodology/approach To test the proposed model, an experimental study based on a sample of young adults in an emerging economy was used to investigate if situational involvement can produce favourable attitudes...
