Prosocial Co-Creation: How Cause-Related Marketing With Choice Strengthens Consumer-Brand Relationships

Alexander J. Kull, University of South Florida, USA
Timothy B. Heath, University of South Florida, USA
Letting consumers choose the cause in cause-related marketing strengthens consumer-brand relationships, especially with unrestricted (choose any cause) rather than restricted (select from a list) choice. The effects are mediated by a consumer empowerment to engagement pathway but can backfire for disliked brands. Increasing the number of cause options neither helps nor hurts.
[ to cite ]:
Alexander J. Kull and Timothy B. Heath (2014) ,"Prosocial Co-Creation: How Cause-Related Marketing With Choice Strengthens Consumer-Brand Relationships", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 793-793.