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

Jing Yang, Mengtian Jiang, Taeyoung Kim

Research output: Contribution to journalArticlepeer-review

1 Scopus citations

Abstract

This study investigated the impact of the perceived authenticity of brands’ COVID-19 advertisements on consumers’ perception of brand warmth and the subsequent responses on brand attitude and engagement intention. An online survey was used to acquire consumers’ evaluations of COVID-19 video ads published between March and August in 2020. Results showed that the message authenticity significantly increased consumers’ perception of brand warmth, brand attitude, and engagement intention. Furthermore, the serial mediation results revealed the underlying mechanism that authentic ads evoked positively valenced emotional responses, which increased perceived brand warmth and further resulted in positive brand attitudes and engagement intentions. Practical implications and theoretical advancement are also discussed.

Original languageEnglish
Pages (from-to)259-279
Number of pages21
JournalJournal of Promotion Management
Volume29
Issue number2
DOIs
StatePublished - 2023

Bibliographical note

Publisher Copyright:
© 2022 Taylor & Francis Group, LLC.

Keywords

  • Authenticity
  • COVID-19
  • ad-evoked emotion
  • brand warmth

ASJC Scopus subject areas

  • Marketing

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