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

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.

More information

Identifiers

ORCID for Jaywant Singh: orcid.org/0000-0002-0766-0162

Catalogue record

Export record