✦ LIBER ✦

The influence of cause marketing associations on product and cause brand value

✍ Scribed by Walter Wymer; Sridhar Samu

Publisher: John Wiley and Sons
Year: 2009
Tongue: English
Weight: 159 KB
Volume: 14
Category: Article
ISSN: 1465-4520
DOI: 10.1002/nvsm.348

No coin nor oath required. For personal study only.

✦ Synopsis

Abstract

The purpose of the study presented in this paper is to add to our understanding of the added value, both monetary and non‐monetary, to a brand when supporting a cause in a cause marketing ad. The findings show that consumers do not perceive the brand to be worth more if it was shown to be supporting a cause. The study also failed to show a significant improvement in consumer brand attitudes for brands featured in cause marketing ads. However, there was an attitude improvement for the cause. Product type and consumer dispositional variables were also examined.

In summary, this study calls into question the value brands derive from being paired with a cause. This study discusses productive areas of future research and managerial implications.

📜 SIMILAR VOLUMES

On the robustness and the direction of t

On the robustness and the direction of the effect of cause-related marketing

✍ Eldad Yechiam; Greg Barron; Ido Erev; Miriam Erez 📂 Article 📅 2003 🏛 John Wiley and Sons 🌐 English ⚖ 147 KB 👁 2 views

The impact of the alliance on the partne

The impact of the alliance on the partners: A look at cause–brand alliances

✍ Barbara A. Lafferty; Ronald E. Goldsmith; G. Tomas M. Hult 📂 Article 📅 2004 🏛 John Wiley and Sons 🌐 English ⚖ 217 KB

## Abstract Partnering charitable causes with brands has become a common practice for many marketing programs; it is referred to strategically as cause‐related marketing. Although there is the perception that both partners benefit from the alliance, research has focused primarily on the benefits to

To donate or not to donate? Product char

To donate or not to donate? Product characteristics and framing effects of cause-related marketing on consumer purchase behavior

✍ Chun-Tuan Chang 📂 Article 📅 2008 🏛 John Wiley and Sons 🌐 English ⚖ 149 KB

## Abstract The present study examines potential influences associated with donation framing, product price, product type, and donation magnitude on cause‐related marketing (CRM) campaigns, where money is donated to a charity each time a consumer makes a pur‐chase. In addition to the main effects o

Ownership, empowerment, and productivity

Ownership, empowerment, and productivity: Some empirical evidence on the causes and consequences of employee discretion

✍ Laura I. Langbein 📂 Article 📅 2000 🏛 John Wiley and Sons 🌐 English ⚖ 105 KB 👁 1 views

This paper uses a sample of professional engineers employed in the public and private sector to investigate the effect of sector employment, indicators of task complexity, organization size, number of rules, importance, and attentiveness and agreement among various principals (customers or clients,

Influence of the viscosity of iodixanol

Influence of the viscosity of iodixanol on medullary and cortical blood flow in the rat kidney: a potential cause of nephrotoxicity

✍ E. Lancelot; J. M. Idée; V. Couturier; V. Vazin; C. Corot 📂 Article 📅 1999 🏛 John Wiley and Sons 🌐 English ⚖ 84 KB 👁 2 views

The aim of the present study was to investigate the effects of four iodinated contrast media on cortical, inner medullary and outer medullary blood flow in the rat kidney by using laser-Doppler flowmetry. The high-osmolar contrast medium diatrizoate did not significantly modify medullary perfusion b

Exploring the influence of product consp

Exploring the influence of product conspicuousness and social compliance on purchasing motives of young Chinese consumers for foreign brands

✍ Lianxi Zhou; Amy Wong 📂 Article 📅 2008 🏛 John Wiley and Sons 🌐 English ⚖ 128 KB 👁 1 views

## Abstract Purchasing motives central to consumption experience are often overlooked in the international brand literature. This paper focuses on three primary purchasing motives – perceived prestige, perceived quality, and perceived value and explores their relative impact on purchase intentions