BIROn - Birkbeck Institutional Research Online

    ‘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..

    [img]
    Preview
    Text
    AMA Abstract 2017.pdf - Author's Accepted Manuscript

    Download (115kB) | Preview

    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

    Statistics

    Activity Overview
    6 month trend
    155Downloads
    6 month trend
    246Hits

    Additional statistics are available via IRStats2.

    Archive Staff Only (login required)

    Edit/View Item
    Edit/View Item