Abstract: This study examined the effects of green versus conventional brand placement on brand attitudes and purchase intentions. The experiment showed that green brand placement leads to more positive brand attitudes than conventional brand placement, which subsequently has a positive effect on purchase intentions. There are two underlying mechanisms mediating this positive effect of green brand placement. Firstly, brands in green brand placement are rated as warmer and therefore green brand placement increases brand attitudes and subsequently purchase intentions. Secondly, brands in green brand placement are less likely to activate conceptual and (consequently) attitudinal persuasion knowledge than conventional brand placement, which leads to more positive brand attitudes which has a positive influence of purchase intentions.
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