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Mengtian Jiang Is Affiliated With The University Of Kentucky Papers

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Mengtian Jiang Is Affiliated With The University Of Kentucky

Mengtian Jiang Is Affiliated With The University Of Kentucky: Research Institution — Prolific Citations Library

Browse 1 peer-reviewed paper from Mengtian Jiang Is Affiliated With The University Of Kentucky spanning Marketing, Consumer Behavior (2025). Research powered by Prolific's high-quality participant data.

This page lists 1 peer-reviewed paper from researchers at Mengtian Jiang Is Affiliated With The University Of Kentucky in the Prolific Citations Library, a curated collection of research powered by high-quality human data from Prolific.

Papers (1 of 1)

Authentic Warmth in These Uncertain Times": The Impact of Authenticity in COVID-19 Advertising on Brand Warmth and Consumer Responses

Authors: J Yang, M Jiang, T Kim

Year: 2025

Published in: Journal of Promotion Management, 2023 - Taylor & Francis

Institution: Jing Yang is affiliated with Shanghai University of Finance and Economics, Mengtian Jiang is affiliated with the University of Kentucky, and Taewan Kim is affiliated with Bowling Green State University. Shanghai University of Finance and Economics, University of Kentucky, Bowling Green State University

Research Area: Marketing, Consumer Behavior, Advertising, Brand Management

Discipline: Marketing

Authentic COVID-19 advertisements were found to enhance consumers' perceptions of brand warmth, which consequently improved brand attitudes and engagement intentions through positively valenced emotional responses.

Methods: An online survey was used to gather consumer evaluations of COVID-19 video advertisements published between March and August 2020, with serial mediation analysis applied to understand emotional and perceptional mechanisms.

Key Findings: The relationship between perceived message authenticity in COVID-19 ads, brand warmth, emotional responses, brand attitudes, and engagement intentions.

DOI: https://www.tandfonline.com/doi/abs/10.1080/10496491.2022.2143988#

Citations: 9