Additional Metadata
Keywords Social advertising, Purchase intention, Brand attitude, consumer cause involvement, Marketing, guilt
Thesis Advisor van Overveld, Mark, Szymanowski, Maciej
Persistent URL
Series Marketing Management
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