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

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Selecting the Right Digital Influencer in B2B Markets: Guidelines for Managers
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‘Corporate image at stake’: The impact of crises and response strategies on consumer perceptions of corporate brand alliances
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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

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