✦ LIBER ✦
Matching a cause with self-schema: The moderating effect on brand preferences
✍ Scribed by Tilottama G. Chowdhury; Adwait Khare
- Publisher
- John Wiley and Sons
- Year
- 2011
- Tongue
- English
- Weight
- 169 KB
- Volume
- 28
- Category
- Article
- ISSN
- 0742-6046
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✦ Synopsis
Abstract
The moderating roles of consumer brand involvement type and product type on the effect of a match between consumers' self‐schema and the cause a brand supports on consumers' preference for the cause‐supporting brand is investigated. The authors show that a schema–cause match enhances consumer preference for a brand engaging in cause‐related marketing when (1) consumers' involvement with the brand is of the impression‐relevant type (vs. outcome‐relevant type) and (2) when the branded product is functional (vs. hedonic). © 2011 Wiley Periodicals, Inc.