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
Published: 2025
Publication: Journal of Promotion Management, 2023 - Taylor & Francis
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.
Limitations: null
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
Citations: 9
DOI: https://www.tandfonline.com/doi/abs/10.1080/10496491.2022.2143988#