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Purpose -Proposes a set of strategic options for green brand positioning, based either on functional brand attributes or on emotional benefits. The aim of the study is to test the suggested green positioning strategies against one another, assessing their effect on perceived brand positioning and brand attitude. Design/methodology/approach -A theoretical model of the dimensionality and attitudinal effects of green brand positioning was developed. Both suggested alternatives to green brand positioning, along with a combined functional and emotional strategy, were tested in an experimental online setting. The hypothesized model was tested in the scope of exploratory factor analysis and structural equation modelling. Findings -Results indicate an overall positive influence of green brand positioning on brand attitude. Further findings suggest distinct functional and emotional dimensions of green brand positioning with the interaction of both dimensions in the formation of brand attitude. Highest perceptual effects were achieved through a green positioning strategy that combined functional attributes with emotional benefits.Research limitations/implications -The measures used, while providing good reliability and validity, have their limitations, especially in the case of the emotional dimension of green brand associations. Future research should concentrate on the further development of the constructs used in the study, particularly that of the emotional dimension of green brand associations and replicate the study under "real-life" conditions within different product categories and with a representative sample. Practical implications -A well implemented green positioning strategy can lead to a more favourable perception of the brand, giving support to the green marketing approach in general. This study supports significant attitude effects of both functional and emotional green positioning strategies. Thus, brand managers should deliver emotional benefits through the brand, at the same time making sure that target groups perceive real environmental benefits. Originality/value -Although green marketing has been an important research topic for more than three decades, hardly any research has been conducted that focuses specifically on green branding. This paper analyses the dimensionality of green brand positioning, offers green branding insight and suggests strategic tools for brand managers.

The COVID-19 pandemic has potentially a serious impact on many people's mental well-being. This study analyses the influence of the perceived threat of COVID-19 on subjective mental well-being with an online survey (n = 711). Findings confirmed the hypothesized model that provides a process explanation for this effect through the mediating influence of the activation of future anxiety. In addition, results confirmed that this influence via future anxiety is moderated by resilience, a personality trait that enables individuals to cope better with stressful or traumatic events. Individuals with higher levels of resilience compared to those with lower levels registered a lower impact of perceived Covid threat on future anxiety and, in turn, on subjective well-being. This study contributes theoretically to a better understanding of the factors that determine the impact of traumatic events such as a pandemic on people's mental health. The implications of this study indicate interventions that may be carried out to minimize the pandemic's negative psychological consequences.

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