How intensity of cause-related marketing guilt appeals influences consumers : the roles of company motive and consumer identification with the brand

Singh, Jaywant, Crisafulli, Benedetta and Quamina, La Toya (2019) How intensity of cause-related marketing guilt appeals influences consumers : the roles of company motive and consumer identification with the brand. Journal of Advertising Research, ISSN (print) 0021-8499 (Epub Ahead of Print)

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Abstract

This study investigates the role of guilt appeal intensity in cause marketing advertising. Employing an experiment, the study reveals that guilt appeals in cause marketing communications are effective at fostering positive corporate image perceptions when low in intensity. Low intensity appeals stimulate consumer-company identification and lower inferences of negative motives of the company, both contributing to shaping perceptions of corporate image perceptions and purchase intentions. The study extends advertising research on the efficacy of low intensity guilt appeals in cause marketing advertising. Crucially, it advances knowledge on the psychological processes underlying consumer responses to guilt appeals in cause marketing advertising.

Item Type: Article
Research Area: Business and management studies
Faculty, School or Research Centre: Kingston Business School > Department of Strategy, Marketing and Innovation
Depositing User: Jaywant Singh
Date Deposited: 03 May 2018 09:23
Last Modified: 19 Feb 2019 10:06
DOI: https://doi.org/10.2501/JAR-2018-049
URI: http://eprints.kingston.ac.uk/id/eprint/41033

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