CONTRIBUTION A L’ETUDE DE LA RESISTANCE DU CONSOMMATEUR MAROCAIN FACE A LA PUBLICITE VERTE
Although widespread, the consumer resistance to green advertising is only around twenty years and remains a phenomenon still unexplored so far in the field of marketing. This article proposes, at first, to clarify the concept and to explain its consequences on advertising effectiveness. Far from bei...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
CHAKOR Abdellatif
2019-07-01
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| Series: | Revue Internationale du Marketing et Management Stratégique |
| Subjects: | |
| Online Access: | http://revue-rimms.org/wp-content/uploads/2019/07/ARTICLE-1-MKIK-1.pdf |