'Too bad to be true' : the effect of guilt appeal intensity in cause-related marketing

Singh, Jaywant, Crisafulli, Benedetta and Shukla, Paurav (2016) 'Too bad to be true' : the effect of guilt appeal intensity in cause-related marketing. In: American Marketing Association (AMA) 2017 Winter Conference: Better Marketing for a Better World; 17-19 Feb 2017, Orlando, Florida, U.S..

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