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Session 3, de Bruijn & Elving

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Greenwashing & Credibility

EmpresarialesTecnología
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Research into the brand association transfer with an endorsement strategy Gert-Jan de Bruijn Wim Elving Dries Olijkhoek ASCoR / U of Amsterdam Did you Notice?
Objectives ,[object Object],[object Object],[object Object]
Unconscious persuasion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cases ,[object Object],[object Object]
Manipulations No Endorsement Weak Endorsement Strong Endorsement
Implicit Associate Test ,[object Object],[object Object],[object Object],Phase 1 The Body Shop L’Oreal 2 Pleasant Unpleasant 3 The Body Shop – pleasant L’Oreal – unpleasant 4 L’Oreal The Body Shop 5 L’Oreal – pleasant The Body Shop - unpleasant
Method ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
Conclusions ,[object Object],[object Object],[object Object],[object Object]
Limitations and future research ,[object Object],[object Object],[object Object],[object Object]

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Session 3, de Bruijn & Elving

  • 1. Research into the brand association transfer with an endorsement strategy Gert-Jan de Bruijn Wim Elving Dries Olijkhoek ASCoR / U of Amsterdam Did you Notice?
  • 2.
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  • 5. Manipulations No Endorsement Weak Endorsement Strong Endorsement
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  • 10.