The current study investigates the effects of green advertising and a corporation's environmental performance on brand attitudes and purchase intentions. A 3X3 (firm's environmental performance and its advertising efforts as independent variables) experiment using n=302 subjects was conducted. Results indicate that the negative effect of a firm's low performance on brand attitudes becomes stronger in the presence of green advertising compared to general corporate advertising and no advertising. Further, when the firm's environmental performance is high, both green and general corporate advertising result in more unfavorable brand attitudes than no advertising. The study's counter-intuitive findings are explained by attribution theory.

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European Journal of Marketing1 Abstract Purpose While Integrated Marketing Communication (IMC) is a well-known concept in academia, there is insufficient theorisation on what it means 'to do' IMC in practice. Despite broad acceptance for IMC, there has been scant application of available organisational and sociological theories to illuminate actual IMC practices in the field. Drawing from the 'Practice Turn' in management studies, this paper elaborates on the concept of 'IMC practice' and provides an empirical exposition of how integration is enacted in the lifeworlds of marketing practitioners. Design/Methodology/ApproachThe paper introduces Practice Theory as a lens through which to study IMC practices. Using qualitative coding and interpretative analysis, the framework was operationalised in the context of a two-year organisational ethnography encompassing IMC planning and implementation activities at a leading Swedish retailer. Findings Findings demonstrate how practitioners develop explicit and implicit strategies to enact strategic integration.The study conceptualises IMC as set of interrelated practices, or routinised behaviours, which are repeated and organised by social/formal rules and conventions. In the ethnographic context of the study, 'IMC as practice' is exhibited in the forms of (1) routines, (2) material set-ups, (3) rules and procedures, (4) cultural templates, and (5) teleoaffective structures. Originality/valueThe paper proposes a novel set of theoretical and methodological tools that can be used to understand how IMC lives as a set of practices inside organisations. It specifically conceptualises the link between mental and objectified, materialised and routinised activities that has previously been escaping the sphere of theorisation. By creating language and tools to capture hitherto unmodellable phenomena, the paper opens many new avenues for future research.

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