Small but Sincere: How Firm Size and Gratitude Determine the Effectiveness of Cause Marketing Campaigns
| Autor: | Lola C. Duque, Eline L. E. De Vries |
|---|---|
| Přispěvatelé: | Ministerio de Economía y Competitividad (España), Agencia Estatal de Investigación (España) |
| Rok vydání: | 2018 |
| Předmět: |
Corporate social-responsibility
Firm saize media_common.quotation_subject Reciprocity Sincerity Economía Helping-behavior Momentum (finance) Donations Consumer choice 0502 economics and business Gratitude Marketing Marketing research Affective response media_common Cause marketing 05 social sciences Perspective (graphical) Willingness Impact Feeling Philanthropy Guilt 050211 marketing Business Warm glow 050203 business & management Empresa |
| Zdroj: | e-Archivo. Repositorio Institucional de la Universidad Carlos III de Madrid instname |
| ISSN: | 0022-4359 |
| Popis: | Cause-Marketing (CM) has gained momentum in recent years, both in marketing research and practice. However, while CM aims to influence consumers on an emotional or affective level, research into the emotional and affective response to CM campaigns is scarce. The current research fills this void by showing that a CM campaign is a win win win strategy. Though the tangible benefits of CM campaigns go to the firm and the philanthropic cause, our perspective is novel by arguing that the consumer benefits as well, albeit intangibly; CM campaigns provide an opportunity to do good, and hence induce feelings of gratitude in consumers. However, this effect depends on several contingencies. In particular, consumers perceive greater effort by small firms, relative to large firms, that engage in CM campaigns, leading them to assess the underlying motives as more sincere and then experience stronger feelings of gratitude for the opportunity to donate. Four experiments confirm this greater CM effectiveness for small compared with large firms. In turn, this study offers substantive contributions for both marketing research and practice: It proposes a cost-effective strategy for enhancing CM effectiveness, and specifies concrete strategies for both small and large companies. This work was supported by the Spanish Ministry of Economics [grant number ECO2017-87369-P]; and FEDER [grant number UNC315-EE-3636]. |
| Databáze: | OpenAIRE |
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