How Much to Give and How to Frame It?: Donation Size and Donation Framing in Cause-Related Marketing

Sarah S. Müller, University of Hamburg, Germany
Anne Fries, University of Hamburg, Germany
Karen Gedenk, University of Hamburg, Germany
In cause-related marketing (CM) companies promise a donation to a cause every time a consumer makes a purchase. In this research, we analyze the impact of the size and framing of these donation promises on a CM campaign’s effects on brand choice and brand image.
[ to cite ]:
Sarah S. Müller, Anne Fries, and Karen Gedenk (2011) ,"How Much to Give and How to Frame It?: Donation Size and Donation Framing in Cause-Related Marketing", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 664-665.