The effect of ad appeal in influencing attitudes and purchase intentions toward green products

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The effect of ad appeal in influencing attitudes and purchase intentions toward green products

Purpose: The purpose of the study is to examine how rational, emotional and mixed appeals influence attitudes and purchase intentions in the advertising. The study also attempts to examine the moderators related to pro-environmental products influencing the relationship between ad appeal and attitud...

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Bibliographic Details
Main Author:	Jiawen, Fan
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2020
Online Access:	https://eprints.nottingham.ac.uk/61847/

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