‘Too bad to be true’: the effect of guilt appeal intensity in cause-related marketing
Singh, J. and Crisafulli, Benedetta and Paurav, S. (2017) ‘Too bad to be true’: the effect of guilt appeal intensity in cause-related marketing. In: American Marketing Association (AMA) 2017 Winter Conference: Better Marketing for a Better World, 17 Feb 2017, Orlando, U.S..
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Metadata
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| School: | Birkbeck Faculties and Schools > Faculty of Business and Law > Birkbeck Business School |
| Depositing User: | Benedetta Crisafulli |
| Date Deposited: | 11 Oct 2018 12:47 |
| Last Modified: | 02 Aug 2023 17:44 |
| URI: | https://eprints.bbk.ac.uk/id/eprint/24087 |
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