Browsing BI Open by Author "Bjorvatn, Victoria Noel"
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The halo vs. horn effect: How does a green product affect the perception of the same brand's non-green product portfolio?
Bjorvatn, Victoria Noel; Herfindal, Marie Haugland (Master thesis, 2020)With the increasing consumer demands of eco-friendly alternatives in the marketplace, companies have started to think green. Many well-established nongreen companies are now contemplating the launch of a green product ...