Guilt appeals in cause-related marketing

By Chun-Tuan Chang. 2011

152 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/ee56a2c0d221c5db71c09741764f988b289d3e96

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. S. Tanford
2. E. Kim
3. Minji Kim

In Organizational Behavior and Human Resource Management

1. S. Tanford
2. E. Kim
3. Minji Kim
4. Elly A. Konijn

In Sociology and Political Science

1. S. Tanford
2. E. Kim
3. Christian Burgers
4. Minji Kim
5. Elly A. Konijn
6. Gerard Steen

Citations in the corpus

• Making ads less complex, yet more creative and persuasive: the effects of conventional metaphors and irony in print advertising (2015, background): “The results thus demonstrate the importance of focusing on micro-executional elements of print advertising (cf. Chang 2011; Chang and Lin 2010; Lin and Shen 2012; Praxmarer 2011) and the need to differentiate between various rhetorical figures when establishing their effects in advertising.”
• Priming social media and framing cause-related marketing to promote sustainable hotel choice (2020, background): “A total of 64 participants rated 14 descriptions (7 positive and 7 negative) on a 7-point Likert scale rating of guilt, which is the typical goal of negative CRM (Chang, 2011).”