'Too bad to be true': the effect of guilt appeal intensity in cause-related marketing

Jaywant Singh; Benedetta Crisafulli; Paurav Shukla

'Too bad to be true': the effect of guilt appeal intensity in cause-related marketing

Jaywant Singh, Benedetta Crisafulli, Paurav Shukla

Research output: Contribution to conference › Paper › peer-review

Original language	English
Publication status	Published - 2017
Event	American Marketing Association (AMA) 2017 Winter Conference: Better Marketing for a Better World - Orlando, Florida, U.S. Duration: 17 Feb 2017 → 19 Feb 2017

Conference

Conference	American Marketing Association (AMA) 2017 Winter Conference: Better Marketing for a Better World
Period	17/02/17 → 19/02/17

Bibliographical note

Organising Body: American Marketing Association

Keywords

Business and management studies

Cite this

@conference{0352c4e73099499b9129fb1e3a159ee2,

title = "'Too bad to be true': the effect of guilt appeal intensity in cause-related marketing",

keywords = "Business and management studies",

author = "Jaywant Singh and Benedetta Crisafulli and Paurav Shukla",

note = "Organising Body: American Marketing Association; American Marketing Association (AMA) 2017 Winter Conference: Better Marketing for a Better World ; Conference date: 17-02-2017 Through 19-02-2017",

year = "2017",

language = "English",

}

TY - CONF

T1 - 'Too bad to be true'

T2 - American Marketing Association (AMA) 2017 Winter Conference: Better Marketing for a Better World

AU - Singh, Jaywant

AU - Crisafulli, Benedetta

AU - Shukla, Paurav

N1 - Organising Body: American Marketing Association

PY - 2017

Y1 - 2017

KW - Business and management studies

M3 - Paper

Y2 - 17 February 2017 through 19 February 2017

ER -