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...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2022-06-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.897281/full |