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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

Jaywant Singh, Benedetta Crisafulli, La Toya Quamina
DOI: 10.2501/JAR-2018-049 Published 8 January 2019
Jaywant Singh
Kingston Business School, Kingston University, London,
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  • For correspondence: j.singh@kingston.ac.uk
Benedetta Crisafulli
Birkbeck, University of London,
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  • For correspondence: b.crisafulli@bbk.ac.uk
La Toya Quamina
Westminster Business School, University of Westminster, London,
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  • For correspondence: l.quamina@westminster.ac.uk
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Article Information

DOI 
https://doi.org/10.2501/JAR-2018-049

Published By 
Journal of Advertising Research
Print ISSN 
0021-8499
History 
  • Received April 11, 2017
  • Received (in revised form) March 17, 2018
  • Accepted May 1, 2018
  • Published online January 8, 2019.

Article Versions

  • You are currently viewing a Previous version of this article (January 8, 2019 - 01:28).
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Copyright© 2018 ARF. All rights reserved.

Author Information

  1. Jaywant Singh
  1. Kingston Business School, Kingston University, London, j.singh{at}kingston.ac.uk
  1. Benedetta Crisafulli
  1. Birkbeck, University of London, b.crisafulli{at}bbk.ac.uk
  1. La Toya Quamina
  1. Westminster Business School, University of Westminster, London, l.quamina{at}westminster.ac.uk
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Vol 62 Issue 1

Journal of Advertising Research: 62 (1)
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How Intensity of Cause-Related Marketing Guilt Appeals Influences Consumers
Jaywant Singh, Benedetta Crisafulli, La Toya Quamina
Journal of Advertising Research Jan 2019, JAR-2018-049; DOI: 10.2501/JAR-2018-049

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How Intensity of Cause-Related Marketing Guilt Appeals Influences Consumers
Jaywant Singh, Benedetta Crisafulli, La Toya Quamina
Journal of Advertising Research Jan 2019, JAR-2018-049; DOI: 10.2501/JAR-2018-049
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  • Article
    • ABSTRACT
    • MANAGEMENT SLANT
    • INTRODUCTION
    • LITERATURE REVIEW AND HYPOTHESES DEVELOPMENT
    • METHODOLOGY
    • ANALYSIS AND RESULTS
    • DISCUSSION AND CONCLUSIONS
    • ABOUT THE AUTHORS
    • Appendix A Construct Correlations
    • Appendix B Discriminant Validity
    • APPENDIX C Mediation Model (across Three Sectors)
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