How Green Should You Be: Can Environmental Associations Enhance Brand Performance
Francisco Javier Montoro-Rios, Teodoro Luque-Martinez and Miguel-Angel Rodriguez-Molina
Although few studies have empirically verified the trend, environmental associations seem to have become a generally accepted way of enhancing brand equity.
How Green Should You Be: Can Environmental Associations Enhance Brand Performance
Francisco Javier Montoro-Rios, Teodoro Luque-Martínez and Miguel-Angel Rodríguez-MolinaUniversity of Granada, Spain
INTRODUCTION
As concern about environmental deterioration...
