Creating a Sincere Sustainable Brand: The Application of Aristotle’s Rhetorical Theory to Green Brand Storytelling

Creating a Sincere Sustainable Brand: The Application of Aristotle’s Rhetorical Theory to Green Brand Storytelling

As consumers become skeptical of green products, green brands may need to put trust-building on their business agenda. The study aims to use the rhetorical theory of Aristotle to examine the influence of a green brand story on perceived brand sincerity and brand trust. The study explores whether cus...

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Bibliographic Details
Main Authors: Chaohua Huang, Shaoshuang Zhuang, Ziyuan Li, Jingke Gao
Format: Article
Language:English
Published: Frontiers Media S.A. 2022-06-01
Series:Frontiers in Psychology
Subjects:
green brand storytelling
three means of persuasion
customer perceived value (CPV)
perceived brand sincerity
brand trust
need for cognition (NFC)
Online Access:https://www.frontiersin.org/articles/10.3389/fpsyg.2022.897281/full

Internet

https://www.frontiersin.org/articles/10.3389/fpsyg.2022.897281/full

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