The Sweet Taste of Charity: Cause Branding Affects Product Experience
Cause-branding is a wide and spreading marketing strategy. We demonstrate that part of the efficacy of cause-branding may lie in its alteration of product experience: products that do good taste good. We also explore possible underlying mechanisms such as conceptual consumption, the "halo" effect, and evolutionary psychology.
Alyssa Niman and Aner Tal (2012) ,"The Sweet Taste of Charity: Cause Branding Affects Product Experience", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1124-1124.
Alyssa Niman, Cornell University, USA
Aner Tal, Cornell University, USA
NA - Advances in Consumer Research Volume 40 | 2012
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Marcelo Vinhal Nepomuceno, HEC Montreal, Canada
Cristina Maria de Aguiar Pastore, Pontifical Catholic University of Paraná - PUCPR
Eric Stenstrom, Miami University, Ohio
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Jackie Silverman, University of Pennsylvania, USA
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Ted Matherly, Oklahoma State University, USA