The influence of cause marketing associations on product and cause brand value
Wymer, W and Samu, S (2009) The influence of cause marketing associations on product and cause brand value. International Journal of Nonprofit and Voluntary Sector Marketing, 14 (1). pp. 1-20. ISSN 1465-4520
Full text not available from this repository. (Request a copy)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.
Item Type: | Article |
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Subjects: | Marketing |
Date Deposited: | 28 Nov 2023 08:59 |
Last Modified: | 28 Nov 2023 08:59 |
URI: | https://eprints.exchange.isb.edu/id/eprint/2244 |