How companies use typeface design to engage consumers in charitable activities

Gespeichert in:

Autor*in:	Chu, Xing-Yu [verfasserIn] Tok, Dickson [verfasserIn] Zhou, Xiaoyu [verfasserIn] Chen, Xi [verfasserIn]

Format:	E-Artikel
Sprache:	Englisch

Erschienen:	2023

Schlagwörter:	brand attachment brand-consumer relationship charity corporate social responsibility (CSR) handwriting typeface design

Übergeordnetes Werk:	Enthalten in: Psychology & marketing - New York, NY : Wiley Interscience, 1984, 40(2023), 1 vom: Jan., Seite 107-123
Übergeordnetes Werk:	volume:40 ; year:2023 ; number:1 ; month:01 ; pages:107-123

Links:	Link aufrufen Link aufrufen

DOI / URN:	10.1002/mar.21732

Katalog-ID:	1827168730

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allfields	10.1002/mar.21732 doi (DE-627)1827168730 (DE-599)KXP1827168730 DE-627 ger DE-627 rda eng Chu, Xing-Yu verfasserin (DE-588)1203333145 (DE-627)168817639X aut How companies use typeface design to engage consumers in charitable activities Xing-Yu (Marcos) Chu, Dickson Tok, Xiaoyu Zhou, Xi Chen 2023 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier brand attachment (dpeaa)DE-206 brand-consumer relationship (dpeaa)DE-206 charity (dpeaa)DE-206 corporate social responsibility (CSR) (dpeaa)DE-206 handwriting (dpeaa)DE-206 typeface design (dpeaa)DE-206 Tok, Dickson verfasserin aut Zhou, Xiaoyu verfasserin (DE-588)1047176211 (DE-627)777766280 (DE-576)400515016 aut Chen, Xi verfasserin (DE-588)1220638358 (DE-627)1737505142 aut Enthalten in Psychology & marketing New York, NY : Wiley Interscience, 1984 40(2023), 1 vom: Jan., Seite 107-123 Online-Ressource (DE-627)32041700X (DE-600)2002068-5 (DE-576)096806524 1520-6793 nnns volume:40 year:2023 number:1 month:01 pages:107-123 https://onlinelibrary.wiley.com/doi/pdfdirect/10.1002/mar.21732 Verlag kostenfrei https://doi.org/10.1002/mar.21732 Resolving-System kostenfrei GBV_USEFLAG_U GBV_ILN_26 ISIL_DE-206 SYSFLAG_1 GBV_KXP GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_31 GBV_ILN_32 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_74 GBV_ILN_90 GBV_ILN_95 GBV_ILN_100 GBV_ILN_101 GBV_ILN_105 GBV_ILN_110 GBV_ILN_120 GBV_ILN_138 GBV_ILN_150 GBV_ILN_151 GBV_ILN_152 GBV_ILN_161 GBV_ILN_170 GBV_ILN_171 GBV_ILN_187 GBV_ILN_213 GBV_ILN_224 GBV_ILN_230 GBV_ILN_266 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_602 GBV_ILN_636 GBV_ILN_702 GBV_ILN_2001 GBV_ILN_2003 GBV_ILN_2004 GBV_ILN_2005 GBV_ILN_2006 GBV_ILN_2007 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2015 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2025 GBV_ILN_2026 GBV_ILN_2027 GBV_ILN_2031 GBV_ILN_2034 GBV_ILN_2037 GBV_ILN_2038 GBV_ILN_2039 GBV_ILN_2044 GBV_ILN_2048 GBV_ILN_2049 GBV_ILN_2050 GBV_ILN_2055 GBV_ILN_2056 GBV_ILN_2057 GBV_ILN_2059 GBV_ILN_2061 GBV_ILN_2064 GBV_ILN_2065 GBV_ILN_2068 GBV_ILN_2088 GBV_ILN_2093 GBV_ILN_2106 GBV_ILN_2108 GBV_ILN_2110 GBV_ILN_2111 GBV_ILN_2112 GBV_ILN_2113 GBV_ILN_2118 GBV_ILN_2119 GBV_ILN_2122 GBV_ILN_2129 GBV_ILN_2143 GBV_ILN_2144 GBV_ILN_2147 GBV_ILN_2148 GBV_ILN_2152 GBV_ILN_2153 GBV_ILN_2190 GBV_ILN_2232 GBV_ILN_2336 GBV_ILN_2470 GBV_ILN_2472 GBV_ILN_2507 GBV_ILN_2522 GBV_ILN_2548 GBV_ILN_4035 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4242 GBV_ILN_4246 GBV_ILN_4249 GBV_ILN_4251 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4333 GBV_ILN_4334 GBV_ILN_4335 GBV_ILN_4336 GBV_ILN_4338 GBV_ILN_4393 GBV_ILN_4700 GBV_ILN_2403 GBV_ILN_2403 ISIL_DE-LFER AR 40 2023 1 1 107-123 26 01 0206 4231642079 x1z 15-12-22 2403 01 DE-LFER 4245912839 00 --%%-- --%%-- n --%%-- l01 11-01-23 2403 01 DE-LFER https://doi.org/10.1002/mar.21732 2403 01 DE-LFER https://onlinelibrary.wiley.com/doi/pdfdirect/10.1002/mar.21732 26 00 DE-206 This research examines how the typeface design in a charitable appeal affects consumers' evaluations of the ad and, in turn, their willingness to engage in the advertised charitable activities. We propose that the typeface's simulation of a handwritten note creates a sense of connectedness to the information sender (e.g., organization, brand), which subsequently increases consumers' willingness to engage in the advertised charitable activities. Six experiments, including laboratory and field studies, provide support for the typeface effect and further support the underlying process by (1) directly examining connectedness, and (2) manipulating brand attachment, showing that a handwritten typeface creates a more positive effect when the viewer is not strongly connected to the brand (vs. having a strong brand attachment). Our findings provide useful guidelines for brand managers, social marketers and charity fundraisers regarding how and when to use a handwritten typeface design.
spelling	10.1002/mar.21732 doi (DE-627)1827168730 (DE-599)KXP1827168730 DE-627 ger DE-627 rda eng Chu, Xing-Yu verfasserin (DE-588)1203333145 (DE-627)168817639X aut How companies use typeface design to engage consumers in charitable activities Xing-Yu (Marcos) Chu, Dickson Tok, Xiaoyu Zhou, Xi Chen 2023 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier brand attachment (dpeaa)DE-206 brand-consumer relationship (dpeaa)DE-206 charity (dpeaa)DE-206 corporate social responsibility (CSR) (dpeaa)DE-206 handwriting (dpeaa)DE-206 typeface design (dpeaa)DE-206 Tok, Dickson verfasserin aut Zhou, Xiaoyu verfasserin (DE-588)1047176211 (DE-627)777766280 (DE-576)400515016 aut Chen, Xi verfasserin (DE-588)1220638358 (DE-627)1737505142 aut Enthalten in Psychology & marketing New York, NY : Wiley Interscience, 1984 40(2023), 1 vom: Jan., Seite 107-123 Online-Ressource (DE-627)32041700X (DE-600)2002068-5 (DE-576)096806524 1520-6793 nnns volume:40 year:2023 number:1 month:01 pages:107-123 https://onlinelibrary.wiley.com/doi/pdfdirect/10.1002/mar.21732 Verlag kostenfrei https://doi.org/10.1002/mar.21732 Resolving-System kostenfrei GBV_USEFLAG_U GBV_ILN_26 ISIL_DE-206 SYSFLAG_1 GBV_KXP GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_31 GBV_ILN_32 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_74 GBV_ILN_90 GBV_ILN_95 GBV_ILN_100 GBV_ILN_101 GBV_ILN_105 GBV_ILN_110 GBV_ILN_120 GBV_ILN_138 GBV_ILN_150 GBV_ILN_151 GBV_ILN_152 GBV_ILN_161 GBV_ILN_170 GBV_ILN_171 GBV_ILN_187 GBV_ILN_213 GBV_ILN_224 GBV_ILN_230 GBV_ILN_266 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_602 GBV_ILN_636 GBV_ILN_702 GBV_ILN_2001 GBV_ILN_2003 GBV_ILN_2004 GBV_ILN_2005 GBV_ILN_2006 GBV_ILN_2007 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2015 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2025 GBV_ILN_2026 GBV_ILN_2027 GBV_ILN_2031 GBV_ILN_2034 GBV_ILN_2037 GBV_ILN_2038 GBV_ILN_2039 GBV_ILN_2044 GBV_ILN_2048 GBV_ILN_2049 GBV_ILN_2050 GBV_ILN_2055 GBV_ILN_2056 GBV_ILN_2057 GBV_ILN_2059 GBV_ILN_2061 GBV_ILN_2064 GBV_ILN_2065 GBV_ILN_2068 GBV_ILN_2088 GBV_ILN_2093 GBV_ILN_2106 GBV_ILN_2108 GBV_ILN_2110 GBV_ILN_2111 GBV_ILN_2112 GBV_ILN_2113 GBV_ILN_2118 GBV_ILN_2119 GBV_ILN_2122 GBV_ILN_2129 GBV_ILN_2143 GBV_ILN_2144 GBV_ILN_2147 GBV_ILN_2148 GBV_ILN_2152 GBV_ILN_2153 GBV_ILN_2190 GBV_ILN_2232 GBV_ILN_2336 GBV_ILN_2470 GBV_ILN_2472 GBV_ILN_2507 GBV_ILN_2522 GBV_ILN_2548 GBV_ILN_4035 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4242 GBV_ILN_4246 GBV_ILN_4249 GBV_ILN_4251 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4333 GBV_ILN_4334 GBV_ILN_4335 GBV_ILN_4336 GBV_ILN_4338 GBV_ILN_4393 GBV_ILN_4700 GBV_ILN_2403 GBV_ILN_2403 ISIL_DE-LFER AR 40 2023 1 1 107-123 26 01 0206 4231642079 x1z 15-12-22 2403 01 DE-LFER 4245912839 00 --%%-- --%%-- n --%%-- l01 11-01-23 2403 01 DE-LFER https://doi.org/10.1002/mar.21732 2403 01 DE-LFER https://onlinelibrary.wiley.com/doi/pdfdirect/10.1002/mar.21732 26 00 DE-206 This research examines how the typeface design in a charitable appeal affects consumers' evaluations of the ad and, in turn, their willingness to engage in the advertised charitable activities. We propose that the typeface's simulation of a handwritten note creates a sense of connectedness to the information sender (e.g., organization, brand), which subsequently increases consumers' willingness to engage in the advertised charitable activities. Six experiments, including laboratory and field studies, provide support for the typeface effect and further support the underlying process by (1) directly examining connectedness, and (2) manipulating brand attachment, showing that a handwritten typeface creates a more positive effect when the viewer is not strongly connected to the brand (vs. having a strong brand attachment). Our findings provide useful guidelines for brand managers, social marketers and charity fundraisers regarding how and when to use a handwritten typeface design.
allfields_unstemmed	10.1002/mar.21732 doi (DE-627)1827168730 (DE-599)KXP1827168730 DE-627 ger DE-627 rda eng Chu, Xing-Yu verfasserin (DE-588)1203333145 (DE-627)168817639X aut How companies use typeface design to engage consumers in charitable activities Xing-Yu (Marcos) Chu, Dickson Tok, Xiaoyu Zhou, Xi Chen 2023 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier brand attachment (dpeaa)DE-206 brand-consumer relationship (dpeaa)DE-206 charity (dpeaa)DE-206 corporate social responsibility (CSR) (dpeaa)DE-206 handwriting (dpeaa)DE-206 typeface design (dpeaa)DE-206 Tok, Dickson verfasserin aut Zhou, Xiaoyu verfasserin (DE-588)1047176211 (DE-627)777766280 (DE-576)400515016 aut Chen, Xi verfasserin (DE-588)1220638358 (DE-627)1737505142 aut Enthalten in Psychology & marketing New York, NY : Wiley Interscience, 1984 40(2023), 1 vom: Jan., Seite 107-123 Online-Ressource (DE-627)32041700X (DE-600)2002068-5 (DE-576)096806524 1520-6793 nnns volume:40 year:2023 number:1 month:01 pages:107-123 https://onlinelibrary.wiley.com/doi/pdfdirect/10.1002/mar.21732 Verlag kostenfrei https://doi.org/10.1002/mar.21732 Resolving-System kostenfrei GBV_USEFLAG_U GBV_ILN_26 ISIL_DE-206 SYSFLAG_1 GBV_KXP GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_31 GBV_ILN_32 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_74 GBV_ILN_90 GBV_ILN_95 GBV_ILN_100 GBV_ILN_101 GBV_ILN_105 GBV_ILN_110 GBV_ILN_120 GBV_ILN_138 GBV_ILN_150 GBV_ILN_151 GBV_ILN_152 GBV_ILN_161 GBV_ILN_170 GBV_ILN_171 GBV_ILN_187 GBV_ILN_213 GBV_ILN_224 GBV_ILN_230 GBV_ILN_266 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_602 GBV_ILN_636 GBV_ILN_702 GBV_ILN_2001 GBV_ILN_2003 GBV_ILN_2004 GBV_ILN_2005 GBV_ILN_2006 GBV_ILN_2007 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2015 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2025 GBV_ILN_2026 GBV_ILN_2027 GBV_ILN_2031 GBV_ILN_2034 GBV_ILN_2037 GBV_ILN_2038 GBV_ILN_2039 GBV_ILN_2044 GBV_ILN_2048 GBV_ILN_2049 GBV_ILN_2050 GBV_ILN_2055 GBV_ILN_2056 GBV_ILN_2057 GBV_ILN_2059 GBV_ILN_2061 GBV_ILN_2064 GBV_ILN_2065 GBV_ILN_2068 GBV_ILN_2088 GBV_ILN_2093 GBV_ILN_2106 GBV_ILN_2108 GBV_ILN_2110 GBV_ILN_2111 GBV_ILN_2112 GBV_ILN_2113 GBV_ILN_2118 GBV_ILN_2119 GBV_ILN_2122 GBV_ILN_2129 GBV_ILN_2143 GBV_ILN_2144 GBV_ILN_2147 GBV_ILN_2148 GBV_ILN_2152 GBV_ILN_2153 GBV_ILN_2190 GBV_ILN_2232 GBV_ILN_2336 GBV_ILN_2470 GBV_ILN_2472 GBV_ILN_2507 GBV_ILN_2522 GBV_ILN_2548 GBV_ILN_4035 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4242 GBV_ILN_4246 GBV_ILN_4249 GBV_ILN_4251 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4333 GBV_ILN_4334 GBV_ILN_4335 GBV_ILN_4336 GBV_ILN_4338 GBV_ILN_4393 GBV_ILN_4700 GBV_ILN_2403 GBV_ILN_2403 ISIL_DE-LFER AR 40 2023 1 1 107-123 26 01 0206 4231642079 x1z 15-12-22 2403 01 DE-LFER 4245912839 00 --%%-- --%%-- n --%%-- l01 11-01-23 2403 01 DE-LFER https://doi.org/10.1002/mar.21732 2403 01 DE-LFER https://onlinelibrary.wiley.com/doi/pdfdirect/10.1002/mar.21732 26 00 DE-206 This research examines how the typeface design in a charitable appeal affects consumers' evaluations of the ad and, in turn, their willingness to engage in the advertised charitable activities. We propose that the typeface's simulation of a handwritten note creates a sense of connectedness to the information sender (e.g., organization, brand), which subsequently increases consumers' willingness to engage in the advertised charitable activities. Six experiments, including laboratory and field studies, provide support for the typeface effect and further support the underlying process by (1) directly examining connectedness, and (2) manipulating brand attachment, showing that a handwritten typeface creates a more positive effect when the viewer is not strongly connected to the brand (vs. having a strong brand attachment). Our findings provide useful guidelines for brand managers, social marketers and charity fundraisers regarding how and when to use a handwritten typeface design.
allfieldsGer	10.1002/mar.21732 doi (DE-627)1827168730 (DE-599)KXP1827168730 DE-627 ger DE-627 rda eng Chu, Xing-Yu verfasserin (DE-588)1203333145 (DE-627)168817639X aut How companies use typeface design to engage consumers in charitable activities Xing-Yu (Marcos) Chu, Dickson Tok, Xiaoyu Zhou, Xi Chen 2023 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier brand attachment (dpeaa)DE-206 brand-consumer relationship (dpeaa)DE-206 charity (dpeaa)DE-206 corporate social responsibility (CSR) (dpeaa)DE-206 handwriting (dpeaa)DE-206 typeface design (dpeaa)DE-206 Tok, Dickson verfasserin aut Zhou, Xiaoyu verfasserin (DE-588)1047176211 (DE-627)777766280 (DE-576)400515016 aut Chen, Xi verfasserin (DE-588)1220638358 (DE-627)1737505142 aut Enthalten in Psychology & marketing New York, NY : Wiley Interscience, 1984 40(2023), 1 vom: Jan., Seite 107-123 Online-Ressource (DE-627)32041700X (DE-600)2002068-5 (DE-576)096806524 1520-6793 nnns volume:40 year:2023 number:1 month:01 pages:107-123 https://onlinelibrary.wiley.com/doi/pdfdirect/10.1002/mar.21732 Verlag kostenfrei https://doi.org/10.1002/mar.21732 Resolving-System kostenfrei GBV_USEFLAG_U GBV_ILN_26 ISIL_DE-206 SYSFLAG_1 GBV_KXP GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_31 GBV_ILN_32 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_74 GBV_ILN_90 GBV_ILN_95 GBV_ILN_100 GBV_ILN_101 GBV_ILN_105 GBV_ILN_110 GBV_ILN_120 GBV_ILN_138 GBV_ILN_150 GBV_ILN_151 GBV_ILN_152 GBV_ILN_161 GBV_ILN_170 GBV_ILN_171 GBV_ILN_187 GBV_ILN_213 GBV_ILN_224 GBV_ILN_230 GBV_ILN_266 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_602 GBV_ILN_636 GBV_ILN_702 GBV_ILN_2001 GBV_ILN_2003 GBV_ILN_2004 GBV_ILN_2005 GBV_ILN_2006 GBV_ILN_2007 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2015 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2025 GBV_ILN_2026 GBV_ILN_2027 GBV_ILN_2031 GBV_ILN_2034 GBV_ILN_2037 GBV_ILN_2038 GBV_ILN_2039 GBV_ILN_2044 GBV_ILN_2048 GBV_ILN_2049 GBV_ILN_2050 GBV_ILN_2055 GBV_ILN_2056 GBV_ILN_2057 GBV_ILN_2059 GBV_ILN_2061 GBV_ILN_2064 GBV_ILN_2065 GBV_ILN_2068 GBV_ILN_2088 GBV_ILN_2093 GBV_ILN_2106 GBV_ILN_2108 GBV_ILN_2110 GBV_ILN_2111 GBV_ILN_2112 GBV_ILN_2113 GBV_ILN_2118 GBV_ILN_2119 GBV_ILN_2122 GBV_ILN_2129 GBV_ILN_2143 GBV_ILN_2144 GBV_ILN_2147 GBV_ILN_2148 GBV_ILN_2152 GBV_ILN_2153 GBV_ILN_2190 GBV_ILN_2232 GBV_ILN_2336 GBV_ILN_2470 GBV_ILN_2472 GBV_ILN_2507 GBV_ILN_2522 GBV_ILN_2548 GBV_ILN_4035 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4242 GBV_ILN_4246 GBV_ILN_4249 GBV_ILN_4251 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4333 GBV_ILN_4334 GBV_ILN_4335 GBV_ILN_4336 GBV_ILN_4338 GBV_ILN_4393 GBV_ILN_4700 GBV_ILN_2403 GBV_ILN_2403 ISIL_DE-LFER AR 40 2023 1 1 107-123 26 01 0206 4231642079 x1z 15-12-22 2403 01 DE-LFER 4245912839 00 --%%-- --%%-- n --%%-- l01 11-01-23 2403 01 DE-LFER https://doi.org/10.1002/mar.21732 2403 01 DE-LFER https://onlinelibrary.wiley.com/doi/pdfdirect/10.1002/mar.21732 26 00 DE-206 This research examines how the typeface design in a charitable appeal affects consumers' evaluations of the ad and, in turn, their willingness to engage in the advertised charitable activities. We propose that the typeface's simulation of a handwritten note creates a sense of connectedness to the information sender (e.g., organization, brand), which subsequently increases consumers' willingness to engage in the advertised charitable activities. Six experiments, including laboratory and field studies, provide support for the typeface effect and further support the underlying process by (1) directly examining connectedness, and (2) manipulating brand attachment, showing that a handwritten typeface creates a more positive effect when the viewer is not strongly connected to the brand (vs. having a strong brand attachment). Our findings provide useful guidelines for brand managers, social marketers and charity fundraisers regarding how and when to use a handwritten typeface design.
allfieldsSound	10.1002/mar.21732 doi (DE-627)1827168730 (DE-599)KXP1827168730 DE-627 ger DE-627 rda eng Chu, Xing-Yu verfasserin (DE-588)1203333145 (DE-627)168817639X aut How companies use typeface design to engage consumers in charitable activities Xing-Yu (Marcos) Chu, Dickson Tok, Xiaoyu Zhou, Xi Chen 2023 Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier brand attachment (dpeaa)DE-206 brand-consumer relationship (dpeaa)DE-206 charity (dpeaa)DE-206 corporate social responsibility (CSR) (dpeaa)DE-206 handwriting (dpeaa)DE-206 typeface design (dpeaa)DE-206 Tok, Dickson verfasserin aut Zhou, Xiaoyu verfasserin (DE-588)1047176211 (DE-627)777766280 (DE-576)400515016 aut Chen, Xi verfasserin (DE-588)1220638358 (DE-627)1737505142 aut Enthalten in Psychology & marketing New York, NY : Wiley Interscience, 1984 40(2023), 1 vom: Jan., Seite 107-123 Online-Ressource (DE-627)32041700X (DE-600)2002068-5 (DE-576)096806524 1520-6793 nnns volume:40 year:2023 number:1 month:01 pages:107-123 https://onlinelibrary.wiley.com/doi/pdfdirect/10.1002/mar.21732 Verlag kostenfrei https://doi.org/10.1002/mar.21732 Resolving-System kostenfrei GBV_USEFLAG_U GBV_ILN_26 ISIL_DE-206 SYSFLAG_1 GBV_KXP GBV_ILN_11 GBV_ILN_20 GBV_ILN_22 GBV_ILN_23 GBV_ILN_24 GBV_ILN_31 GBV_ILN_32 GBV_ILN_39 GBV_ILN_40 GBV_ILN_60 GBV_ILN_62 GBV_ILN_63 GBV_ILN_65 GBV_ILN_69 GBV_ILN_70 GBV_ILN_73 GBV_ILN_74 GBV_ILN_90 GBV_ILN_95 GBV_ILN_100 GBV_ILN_101 GBV_ILN_105 GBV_ILN_110 GBV_ILN_120 GBV_ILN_138 GBV_ILN_150 GBV_ILN_151 GBV_ILN_152 GBV_ILN_161 GBV_ILN_170 GBV_ILN_171 GBV_ILN_187 GBV_ILN_213 GBV_ILN_224 GBV_ILN_230 GBV_ILN_266 GBV_ILN_285 GBV_ILN_293 GBV_ILN_370 GBV_ILN_602 GBV_ILN_636 GBV_ILN_702 GBV_ILN_2001 GBV_ILN_2003 GBV_ILN_2004 GBV_ILN_2005 GBV_ILN_2006 GBV_ILN_2007 GBV_ILN_2009 GBV_ILN_2010 GBV_ILN_2011 GBV_ILN_2014 GBV_ILN_2015 GBV_ILN_2020 GBV_ILN_2021 GBV_ILN_2025 GBV_ILN_2026 GBV_ILN_2027 GBV_ILN_2031 GBV_ILN_2034 GBV_ILN_2037 GBV_ILN_2038 GBV_ILN_2039 GBV_ILN_2044 GBV_ILN_2048 GBV_ILN_2049 GBV_ILN_2050 GBV_ILN_2055 GBV_ILN_2056 GBV_ILN_2057 GBV_ILN_2059 GBV_ILN_2061 GBV_ILN_2064 GBV_ILN_2065 GBV_ILN_2068 GBV_ILN_2088 GBV_ILN_2093 GBV_ILN_2106 GBV_ILN_2108 GBV_ILN_2110 GBV_ILN_2111 GBV_ILN_2112 GBV_ILN_2113 GBV_ILN_2118 GBV_ILN_2119 GBV_ILN_2122 GBV_ILN_2129 GBV_ILN_2143 GBV_ILN_2144 GBV_ILN_2147 GBV_ILN_2148 GBV_ILN_2152 GBV_ILN_2153 GBV_ILN_2190 GBV_ILN_2232 GBV_ILN_2336 GBV_ILN_2470 GBV_ILN_2472 GBV_ILN_2507 GBV_ILN_2522 GBV_ILN_2548 GBV_ILN_4035 GBV_ILN_4037 GBV_ILN_4046 GBV_ILN_4112 GBV_ILN_4125 GBV_ILN_4126 GBV_ILN_4242 GBV_ILN_4246 GBV_ILN_4249 GBV_ILN_4251 GBV_ILN_4305 GBV_ILN_4306 GBV_ILN_4307 GBV_ILN_4313 GBV_ILN_4322 GBV_ILN_4323 GBV_ILN_4324 GBV_ILN_4325 GBV_ILN_4326 GBV_ILN_4333 GBV_ILN_4334 GBV_ILN_4335 GBV_ILN_4336 GBV_ILN_4338 GBV_ILN_4393 GBV_ILN_4700 GBV_ILN_2403 GBV_ILN_2403 ISIL_DE-LFER AR 40 2023 1 1 107-123 26 01 0206 4231642079 x1z 15-12-22 2403 01 DE-LFER 4245912839 00 --%%-- --%%-- n --%%-- l01 11-01-23 2403 01 DE-LFER https://doi.org/10.1002/mar.21732 2403 01 DE-LFER https://onlinelibrary.wiley.com/doi/pdfdirect/10.1002/mar.21732 26 00 DE-206 This research examines how the typeface design in a charitable appeal affects consumers' evaluations of the ad and, in turn, their willingness to engage in the advertised charitable activities. We propose that the typeface's simulation of a handwritten note creates a sense of connectedness to the information sender (e.g., organization, brand), which subsequently increases consumers' willingness to engage in the advertised charitable activities. Six experiments, including laboratory and field studies, provide support for the typeface effect and further support the underlying process by (1) directly examining connectedness, and (2) manipulating brand attachment, showing that a handwritten typeface creates a more positive effect when the viewer is not strongly connected to the brand (vs. having a strong brand attachment). Our findings provide useful guidelines for brand managers, social marketers and charity fundraisers regarding how and when to use a handwritten typeface design.
language	English
source	Enthalten in Psychology & marketing 40(2023), 1 vom: Jan., Seite 107-123 volume:40 year:2023 number:1 month:01 pages:107-123
sourceStr	Enthalten in Psychology & marketing 40(2023), 1 vom: Jan., Seite 107-123 volume:40 year:2023 number:1 month:01 pages:107-123
format_phy_str_mv	Article
building	26:1 2403:0
institution	findex.gbv.de
selectbib_iln_str_mv	26@1z 2403@01
topic_facet	brand attachment brand-consumer relationship charity corporate social responsibility (CSR) handwriting typeface design
sw_local_iln_str_mv	26: DE-206:
isfreeaccess_bool	true
container_title	Psychology & marketing
authorswithroles_txt_mv	Chu, Xing-Yu @@aut@@ Tok, Dickson @@aut@@ Zhou, Xiaoyu @@aut@@ Chen, Xi @@aut@@
publishDateDaySort_date	2023-01-01T00:00:00Z
hierarchy_top_id	32041700X
id	1827168730
language_de	englisch
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author	Chu, Xing-Yu
spellingShingle	Chu, Xing-Yu misc brand attachment misc brand-consumer relationship misc charity misc corporate social responsibility (CSR) misc handwriting misc typeface design How companies use typeface design to engage consumers in charitable activities
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topic_title	26 00 DE-206 This research examines how the typeface design in a charitable appeal affects consumers' evaluations of the ad and, in turn, their willingness to engage in the advertised charitable activities. We propose that the typeface's simulation of a handwritten note creates a sense of connectedness to the information sender (e.g., organization, brand), which subsequently increases consumers' willingness to engage in the advertised charitable activities. Six experiments, including laboratory and field studies, provide support for the typeface effect and further support the underlying process by (1) directly examining connectedness, and (2) manipulating brand attachment, showing that a handwritten typeface creates a more positive effect when the viewer is not strongly connected to the brand (vs. having a strong brand attachment). Our findings provide useful guidelines for brand managers, social marketers and charity fundraisers regarding how and when to use a handwritten typeface design How companies use typeface design to engage consumers in charitable activities Xing-Yu (Marcos) Chu, Dickson Tok, Xiaoyu Zhou, Xi Chen brand attachment (dpeaa)DE-206 brand-consumer relationship (dpeaa)DE-206 charity (dpeaa)DE-206 corporate social responsibility (CSR) (dpeaa)DE-206 handwriting (dpeaa)DE-206 typeface design (dpeaa)DE-206
topic	misc brand attachment misc brand-consumer relationship misc charity misc corporate social responsibility (CSR) misc handwriting misc typeface design
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title	How companies use typeface design to engage consumers in charitable activities
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title_full	How companies use typeface design to engage consumers in charitable activities Xing-Yu (Marcos) Chu, Dickson Tok, Xiaoyu Zhou, Xi Chen
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title_short	How companies use typeface design to engage consumers in charitable activities
url	https://onlinelibrary.wiley.com/doi/pdfdirect/10.1002/mar.21732 https://doi.org/10.1002/mar.21732
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GND_txtF_mv	Chu, Xing-Yu Marcos Chu, Marcos Chu, Xing-Yu Zhou, X. Zhou Xiaoyu Xiaoyu, Zhou Zhou, Xiaoyu Chen Xi Xi, Chen Chen, Xi
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doi_str	10.1002/mar.21732
callnumber-a	--%%--
up_date	2024-07-04T12:30:14.154Z
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We propose that the typeface's simulation of a handwritten note creates a sense of connectedness to the information sender (e.g., organization, brand), which subsequently increases consumers' willingness to engage in the advertised charitable activities. Six experiments, including laboratory and field studies, provide support for the typeface effect and further support the underlying process by (1) directly examining connectedness, and (2) manipulating brand attachment, showing that a handwritten typeface creates a more positive effect when the viewer is not strongly connected to the brand (vs. having a strong brand attachment). Our findings provide useful guidelines for brand managers, social marketers and charity fundraisers regarding how and when to use a handwritten typeface design.</subfield></datafield></record></collection>
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