Use emotions to elicit response to a brand's green value appeal

Leslie Pascaud

Evidence suggests that the growing preoccupation of European consumers with sustainability and ethical issues is having an impact on their choice and rejection of brands.

Use emotions to elicit response to a brand's green value appeal

Leslie Pascaud

Remember when the marketing department was the hub of innovation? Marketers took on the role of team leader, pulling together different parts of an organisation and encouraging...

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