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.
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.
Alexander J. Kull, University of South Florida, USA
Timothy B. Heath, University of South Florida, USA
NA - Advances in Consumer Research Volume 42 | 2014
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