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The Effect of Ecological Concern on Brand Perceptions
Thomas C. Kinnear and James R. Taylor
Journal of Marketing Research
Vol. 10, No. 2 (May, 1973), pp. 191-197
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3149825
Page Count: 7
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This research examines the relationship between the amount of concern for the ecology that buyers indicate and their perceptions of detergent brands. Results show that the level of ecological concern among buyers of laundry products had a marked effect on their brand perceptions.
Journal of Marketing Research © 1973 American Marketing Association