Additional Metadata
Keywords Social advertising, Purchase intention, Brand attitude, consumer cause involvement, Marketing, guilt
Thesis Advisor van Overveld, Mark, Szymanowski, Maciej
Persistent URL hdl.handle.net/2105/49529
Series Marketing Management
Citation
Lieshout, Lucienne. (2019, September 12). Brands taking stands: The effect of using social ‘hot’ topics in product advertising on brand attitude and consumer purchase intentions with the moderating role of consumer cause-involvement and the mediating role of guilt. Marketing Management. Retrieved from http://hdl.handle.net/2105/49529