Tackling global challenges through cause-related marketing: How brands should promote their support to social causes

Crisafulli, B., Singh. J. and Quamina, L. 2019. Tackling global challenges through cause-related marketing: How brands should promote their support to social causes. WARC.

TitleTackling global challenges through cause-related marketing: How brands should promote their support to social causes
AuthorsCrisafulli, B., Singh. J. and Quamina, L.
Description

Investigates how consumers respond to guilt-arousing messages in cause-related advertising to provide advise to marketers looking to use this tactic.

Year2019
Output mediaAdmap Magazine
PublisherWARC
Publication dates
PublishedApr 2019
Web address (URL)https://www.warc.com/content/article/Tackling_global_challenges_through_cause-related_marketing_How_brands_should_promote_their_support_to_social_causes_/125868

Related outputs

'To trust or not to trust': The impact of social media influencers on the reputation of corporate brands in crisis
Singh, J, Crisafulli, B, Quamina, L. and Xue, M 2020. 'To trust or not to trust': The impact of social media influencers on the reputation of corporate brands in crisis . Journal of Business Research. 119, pp. 464-480. https://doi.org/10.1016/j.jbusres.2020.03.039

The role of brand equity and crisis type on corporate brand alliances in crises
Singh, J., Crisafulli, B., Quamina, L. and Kottasz, R. 2020. The role of brand equity and crisis type on corporate brand alliances in crises. European Management Review. 17 (4), pp. 821-834. https://doi.org/10.1111/emre.12362

‘Corporate image at stake’: The impact of crises and response strategies on consumer perceptions of corporate brand alliances
Singh, J., Crisafulli, Benedetta and Quamina, L. 2020. ‘Corporate image at stake’: The impact of crises and response strategies on consumer perceptions of corporate brand alliances. Journal of Business Research. 117, pp. 839-849. https://doi.org/10.1016/j.jbusres.2019.01.014

How intensity of cause-related marketing guilt appeals influences consumers: The roles of company motive and consumer identification with the brand
Singh, J., Crisafulli, B. and Quamina, L. 2020. 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. 60 (2), pp. 148-162. https://doi.org/10.2501/JAR-2018-049

Strategic brand alliances: Research advances and practical applications
Singh, J., Quamina, L. and Stavros, K. 2016. Strategic brand alliances: Research advances and practical applications. in: Dall'Olmo Riley, F., Singh, J. and Blankson, C. (ed.) The Routledge Companion to Contemporary Brand Management Abingdon, Oxon Routledge. pp. 120-135

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