The role of existential guilt appeals in charitable advertisements
This study focuses on existential guilt and it explores the relationship between existential guilt, inferences of manipulative intent, attitude towards the brand, and donation behaviour intentions. A scale was also developed to measure existential guilt. Although it is exploratory in nature, it fill...
| Main Authors: | , |
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| Format: | Working Paper |
| Published: |
School of Marketing, Curtin Business School
2008
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/27923 |