...Jingya Huang; Jiancai Liao; Chengcheng Xia Purpose This research aims to examine how guilt emotion influences consumers’ choices between partner brands (work with consumers) and servant brands (serve consumers) and the underlying mediation mechanism of consumer perception (i.e. perceived...

... of this experimental study is to test the impact of a brand’s level and the conspicuousness of a brand’s CR-M campaign on consumers’ brand-related responses. Results reveal a novel mechanism underlying the effects by showing that pride and guilt mediate results. Design/methodology/approach This research is based...