Matching a cause with self-schema: The moderating effect on brand preferences
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 consu...
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Veröffentlicht in: | Psychology & marketing 2011-08, Vol.28 (8), p.825-842 |
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Hauptverfasser: | , |
Format: | Artikel |
Sprache: | eng |
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Zusammenfassung: | 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. |
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ISSN: | 0742-6046 1520-6793 |
DOI: | 10.1002/mar.20414 |