Sincerity or Ploy? The Effects of Brand Image and Message Source on Consumers’ Perceptions toward Brand-Cause Campaigns

Michelle L. Childs; Hongjoo Woo; Seeun Kim

Merchandising/Marketing/Retailing: Branding

Sincerity or Ploy? The Effects of Brand Image and Message Source on Consumers’ Perceptions toward Brand-Cause Campaigns

Authors: Michelle L. Childs (University of Tennessee) , Hongjoo Woo (Auburn University) , Seeun Kim (Auburn University)

Abstract

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How to Cite: Childs, M. L. , Woo, H. & Kim, S. (2018) “Sincerity or Ploy? The Effects of Brand Image and Message Source on Consumers’ Perceptions toward Brand-Cause Campaigns”, International Textile and Apparel Association Annual Conference Proceedings. 75(1).