Brand iconicity vs. anti-consumption well-being concerns: the Nutella palm oil conflict

Authors :: Cova, Bernard
D'Antone, Simona
Source :: Journal of Consumer Affairs. March 22, 2016, p166, 27 p.
Publication Year :: 2016
Abstract: This article analyzes how an iconic brand is threatened by the societal trend of anti-consumption motivated by well-being. Under scrutiny is the iconic brand Nutella that is recognized worldwide. In [...]

Subjects :: Consumption (Economics) -- Analysis
Brand choice -- Analysis
Palm oil -- Health aspects
Advertising, marketing and public relations
Business, general
Business

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