DocumentCode
2202525
Title
Repetitive message effect in green marketing communication
Author
Ma, Tsung-Kuang E. ; Yang, Dong Jenn ; Truong, Hong Ngoc
Author_Institution
Dept. of Bus. Adm., I-SHOU Univ., Kaohsiung, Taiwan
fYear
2011
fDate
9-11 Sept. 2011
Firstpage
4444
Lastpage
4447
Abstract
This study paid attention to the effects of repetition message on Planned Behavior Theory. An experiment was conducted in which communication effect were examined for a message repetition at three levels of message exposure. The obtained data demonstrated the results of this conceptual perspective in examining repetitive communicating of message effectiveness in recycling issue of green marketing.
Keywords
behavioural sciences; marketing; recycling; communication effect; green marketing communication; message effectiveness; message exposure; planned behavior theory; recycling issue; repetition message; repetitive message effect; Advertising; Attitude control; Educational institutions; Green products; Position measurement; Psychology; Recycling; Green marketing; planned behaviour theory; recycling; repetitive message effect; social marketing communication;
fLanguage
English
Publisher
ieee
Conference_Titel
Electronics, Communications and Control (ICECC), 2011 International Conference on
Conference_Location
Zhejiang
Print_ISBN
978-1-4577-0320-1
Type
conf
DOI
10.1109/ICECC.2011.6068000
Filename
6068000
Link To Document