...). Design/methodology/approach A 2 (publicity type: green, demarketing) × 2 (ad type: green, demarketing) between-subjects experiment assessed the impact of green marketing and demarketing strategies on consumers with varying levels of CSRO. The study utilized a mix of green and demarketing publicity...

...Rosemary Burnley This article examines the issue of publicity within an international context. The tools and processes for a publicity campaign are similar for the domestic and foreign market, although the task of international publicity is more complex, given the various constraints posed...