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Investigating Potential Misleading Effects of Executional Cues in Marketing

Parguel, Béatrice; Benoît-Moreau, Florence; Russell, Cristel Antonia (2014-06), Investigating Potential Misleading Effects of Executional Cues in Marketing, AMA 2014 Marketing & Public Policy Conference, 2014-06, Boston, MA, États-Unis

Type
Communication / Conférence
Date
2014-06
Titre du colloque
AMA 2014 Marketing & Public Policy Conference
Date du colloque
2014-06
Ville du colloque
Boston, MA
Pays du colloque
États-Unis
Métadonnées
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Auteur(s)
Parguel, Béatrice cc
Dauphine Recherches en Management [DRM]
Benoît-Moreau, Florence
Dauphine Recherches en Management [DRM]
Russell, Cristel Antonia
Résumé (EN)
This paper examines the ‘executional greenwashing’ effect, i.e. the use of nature-evoking elements in advertisements to artificially enhance a brand’s ecological image. Theoretical and regulatory implications are discussed.
Mots-clés
Publicité mensongère; Image écologique; Deceptive advertising; Ecological image; Greenwashing
JEL
M31 - Marketing
M37 - Advertising
M38 - Government Policy and Regulation
Q56 - Environment and Development; Environment and Trade; Sustainability; Environmental Accounts and Accounting; Environmental Equity; Population Growth