Matching a Cause with Self-Schema: The Moderating Effect on Brand Preferences

被引:26
作者
Chowdhury, Tilottama G. [1 ]
Khare, Adwait [2 ]
机构
[1] Quinnipiac Univ, Sch Business, Hamden, CT 06518 USA
[2] Univ Texas Arlington, Arlington, TX USA
关键词
CONSUMER CHOICE; INVOLVEMENT; FIT; RESPONSES; DIMENSIONS; COMPANY; WORK;
D O I
10.1002/mar.20414
中图分类号
F [经济];
学科分类号
02 ;
摘要
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). (C) 2011 Wiley Periodicals, Inc.
引用
收藏
页码:825 / 842
页数:18
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