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Advertising following negative publicity : the effect of content arousal on positivity and attitude toward the brand after a corporate crisis
(University of Missouri--Columbia, 2011)
This study investigates whether positive emotion-arousing ads following a corporate crisis can evoke positivity and repair attitude toward the brand. A fractional factorial experiment was conducted to examine participants' ...
Cause exhaustion : how the loss of potency affects brand attitudes and intentions
(University of Missouri--Columbia, 2011)
The purpose of this study was to investigate if there was a significant relationship between a consumer's perceived frequency with which a cause is featured in cause-related marketing and brand-related attitudes and ...