When and Why Are Consumers Willing To Help For-Profit Companies in Distress?
The Corporate Vulnerability Appeal: Conditions that Drive Its Effectiveness
Lucia S. G. Barros, Farah Diba Abrantes-Braga, Cristiane Benedetti Chammas, Murilo Costa Filho
DOI: 10.2501/JAR-2023-014 Published 1 September 2023
Lucia S. G. Barros
FGV EAESP–Escola de Administração de Empresas de São Paulo,
Farah Diba Abrantes-Braga
Insper–Institute of Education and Research,
Cristiane Benedetti Chammas
Centro Universitário FEI,
Murilo Costa Filho
Universidade de São Paulo,
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When and Why Are Consumers Willing To Help For-Profit Companies in Distress?
Lucia S. G. Barros, Farah Diba Abrantes-Braga, Cristiane Benedetti Chammas, Murilo Costa Filho
Journal of Advertising Research Sep 2023, 63 (3) 290-308; DOI: 10.2501/JAR-2023-014
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- Article
- Abstract
- MANAGEMENT SLANT
- INTRODUCTION
- THEORETICAL DEVELOPMENT
- OVERVIEW OF THE STUDIES
- STUDY 1: THE MAIN EFFECT
- STUDY 2: FIELD EXPERIMENT
- STUDY 3: MEDIATING ROLE OF PERSONAL NORMS
- STUDY 4: BOUNDARY CONDITIONS
- STUDY 5: EXPLORING A POSSIBLE MODERATION EFFECT OF COMPANY SIZE
- GENERAL DISCUSSION
- ABOUT THE AUTHORS
- ACKNOWLEDGMENT
- REFERENCES
- Figures & Data
- Supplemental
- Info