Creating Effective Cause-Related Marketing Campaigns
| Autor: | Beth Myers, Wi-Suk Kwon, Sandra Forsythe |
|---|---|
| Rok vydání: | 2012 |
| Předmět: |
Polymers and Plastics
business.industry Materials Science (miscellaneous) Advertising Public relations General Business Management and Accounting Alliance Schema (psychology) Sustainability Business Management and Accounting (miscellaneous) Marketing business Attribution Psychology Social responsibility Consumer behaviour |
| Zdroj: | Clothing and Textiles Research Journal. 30:167-182 |
| ISSN: | 1940-2473 0887-302X |
| DOI: | 10.1177/0887302x12452339 |
| Popis: | Based on the schema and attribution theories, this study examined hypotheses addressing the effects of cause-brand fit and campaign new source on consumers' attitudes toward a cause-brand alliance by modifying consumers' perceptions of the brand's motivation to engage in the alliance. An online experiment was conducted with a national sample of 742 college students using a 2 (cause vs. brand message source) x 2 (low vs. high cause-brand fit) between-subjects design based on hypothetical cause-brand alliance scenarios. Findings indicate that cause-brand fit influences cause-brand alliance attitude by increasing consumers' perceived altruistic brand motivations, whereas campaign news source did not have a significant impact on cause-brand alliance attitude. Managerial and theoretical implications are discussed. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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