Track

MVP

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Event

Description

The study was designed to answer (1) how different advertisement claims result in positive perceptions (purchase intention and willingness to pay premium) and (2) how consumers' orientation to impression management moderates the effects of each claim on these positive perceptions. To this end, we designed a between-subject experimental study with the manipulation of three different claims.

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Jan 1st, 12:00 AM

Marketing Green Apparel: Do Advertisement Claims Influence Consumer Perceptions?

The study was designed to answer (1) how different advertisement claims result in positive perceptions (purchase intention and willingness to pay premium) and (2) how consumers' orientation to impression management moderates the effects of each claim on these positive perceptions. To this end, we designed a between-subject experimental study with the manipulation of three different claims.

 

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