Brand Authenticity and Strategic Response to Crises: Symbolic Effects of Donation Type on Purchase Intent and Digital Engagement
Volume: 42, Issue: 3, Pages: 215 - 235
Published: Mar 20, 2020
Abstract
Brand Authenticity is paramount in contemporary advertising and brands can communicate their authenticity by supporting social and environmental crises. Brands often donate money or products to causes, and while the value of such activities has been documented, the actual nature of the donation relative to authenticity and subsequent outcomes is unclear. How much should brands donate? What type of donation is best? What are the advantages of...
Paper Details
Title
Brand Authenticity and Strategic Response to Crises: Symbolic Effects of Donation Type on Purchase Intent and Digital Engagement
Published Date
Mar 20, 2020
Volume
42
Issue
3
Pages
215 - 235
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