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Full-Text Articles in Public Relations and Advertising
Purpose Advertising And The Credibility Gap, Tyler Milfeld, Eric Haley
Purpose Advertising And The Credibility Gap, Tyler Milfeld, Eric Haley
Purpose Project
One approach to purpose advertising is brand activism—taking a stand on a sociopolitical issue. This research compares divergent perspectives on whether and how brand activism influences brand attitudes and purchase intentions. Results from three studies, in which real-world brands and messages were used, identify a credibility gap between brands with a reputation for activism (established activist brands) and those without a reputation (emergent activist brands). Findings also reveal how personal issue knowledge moderates the credibility gap. Among other contributions, this research creates a new brand typology in the brand activism arena and empirically demonstrates a more favorable effect for established …
Excerpts From Donor Letters, Wku Cherry Statue Committee
Excerpts From Donor Letters, Wku Cherry Statue Committee
2015: Cherry Statue Time Capsule
Quotations from donors to the Cherry Statue fund used in soliciting more donations.