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

Tackling global challenges through cause-related marketing: how brands should promote their support to social causes
Tackling global challenges through cause-related marketing: how brands should promote their support to social causes
Investigates how consumers respond to guilt-arousing messages in cause-related advertising to
provide advise to marketers looking to use this tactic.

*Cause marketing campaigns can help brands to promote their sustainable practices by including
low intensity appeals to guilt emotion of receivers.
*Cause marketing campaigns including low intensity guilt-arousing messages are effective at
strengthening consumer’s identification with the brand, which in turn enhances corporate brand
image and intention to purchase the brand.
*High intensity guilt-arousing messages in cause marketing campaigns by contrast trigger
inferences of negative motives of the company and should be avoided.
*Pre-testing cause marketing advertising copy to understand how receivers perceive the brand’s
motives is advisable.
0001-8295
Crisafulli, Benedetta
930306a5-4f20-459b-b4a7-180fdda61c8f
Singh, Jaywant
db6316ed-e404-4c5a-873c-6e97c94fe531
Quamina, La Toya
5597b902-b239-4e66-873e-3ef92c04c027
Crisafulli, Benedetta
930306a5-4f20-459b-b4a7-180fdda61c8f
Singh, Jaywant
db6316ed-e404-4c5a-873c-6e97c94fe531
Quamina, La Toya
5597b902-b239-4e66-873e-3ef92c04c027

Crisafulli, Benedetta, Singh, Jaywant and Quamina, La Toya (2019) Tackling global challenges through cause-related marketing: how brands should promote their support to social causes. Admap.

Record type: Article

Abstract

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

*Cause marketing campaigns can help brands to promote their sustainable practices by including
low intensity appeals to guilt emotion of receivers.
*Cause marketing campaigns including low intensity guilt-arousing messages are effective at
strengthening consumer’s identification with the brand, which in turn enhances corporate brand
image and intention to purchase the brand.
*High intensity guilt-arousing messages in cause marketing campaigns by contrast trigger
inferences of negative motives of the company and should be avoided.
*Pre-testing cause marketing advertising copy to understand how receivers perceive the brand’s
motives is advisable.

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More information

Accepted/In Press date: 1 April 2019
Published date: 1 April 2019

Identifiers

Local EPrints ID: 436533
URI: http://eprints.soton.ac.uk/id/eprint/436533
ISSN: 0001-8295
PURE UUID: 997a6759-ddb1-476c-8e81-8784c710d64a
ORCID for Jaywant Singh: ORCID iD orcid.org/0000-0002-0766-0162

Catalogue record

Date deposited: 12 Dec 2019 17:30
Last modified: 16 May 2020 01:03

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