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

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.



Citation:

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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 793-793.

Authors

Alexander J. Kull, University of South Florida, USA
Timothy B. Heath, University of South Florida, USA



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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