When and With Whom to Ally? the Influence of Cm Strategic Alliances on Consumer Purchase Behavior

Five studies investigate the impact of two types of strategic alliances in cause-related marketing: within- and cross-industry alliances. We find consumers perceive within- (vs. cross-) industry alliance as a high entitativity group with strong commitment to a cause, resulting in greater purchase intentions. Familiarity and cause involvement moderate the effect.



Citation:

Chien-Wei (Wilson) Lin and Qi Wang (2017) ,"When and With Whom to Ally? the Influence of Cm Strategic Alliances on Consumer Purchase Behavior", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 749-450.

Authors

Chien-Wei (Wilson) Lin, State University of New York at Oneonta, USA
Qi Wang, State University of New York at Binghamton, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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