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International Journal of Advertising
The Review of Marketing Communications
Volume 43, 2024 - Issue 1: The Role of Sustainability in Advertising
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Articles

Altercast framing with assertive sustainability messages: how dominant brands can motivate non-green consumers

Tyler Milfelda Villanova School of Business, Villanova University, Villanova, PA, USACorrespondence[email protected]
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Matthew Pittmanb Tombras School of Advertising and Public Relations, College of Communications & Information, University of Tennessee, Knoxville, TN, USAORCID Iconhttps://orcid.org/0000-0002-8719-7605View further author information
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Pages 173-201 | Received 22 Jul 2022, Accepted 24 May 2023, Published online: 07 Jun 2023

Citations (3)

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Read on this site (2)

Shelly Rathee. (2024) Introduction to the special issue on the role of sustainability in advertising. International Journal of Advertising 43:1, pages 1-6.
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Tyler Milfeld, Matthew Pittman & Charles R. Taylor. Green with Arrogance: Dominant Brands Benefit from Arrogant Appeals. Journal of Current Issues & Research in Advertising 0:0, pages 1-23.
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Articles from other publishers (1)

Matthew Pittman, Tyler Milfeld & Kibum Youn. (2024) Why a Single Pro-Environmental Appeal Works to Promote Behavioral Change. Journal of Advertising Research, pages 2024-001.
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