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

ABSTRACT: 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 customer perceived value (CPV) mediates the effect between three means of persuasion used by a green brand story and perceived brand sincerity, and whether the need for cognition (NFC) plays a moderating role. A model is proposed and tested through three independent experiments in which participants were exposed to green brand stories and asked to complete a questionnaire. The results show that the green brand story with three means of persuasion has a more positive impact on perceived brand sincer

SUBMITTER: Huang C 

PROVIDER: S-EPMC9202827 | biostudies-literature | 2022

REPOSITORIES: biostudies-literature