Small But Moral: the Impact of Firm Size and Gratitude on the Effectiveness of Cause-Marketing Campaigns
We show the impact of firm size on Cause-Marketing (CM) effectiveness and the importance of gratitude that consumers feel for providing the donation opportunity. Smaller firms enjoy higher morality perceptions as they are doing a bigger effort. This induces stronger feelings of gratitude and consumer intentions to buy CM-promoted products.
Eline de Vries and Laura Rodriguez-Solis (2017) ,"Small But Moral: the Impact of Firm Size and Gratitude on the Effectiveness of Cause-Marketing Campaigns", in LA - Latin American Advances in Consumer Research Volume 4, eds. Enrique P. Becerra, Ravindra Chitturi, and Maria Cecilia Henriquez Daza and Juan Carlos Londoño Roldan, Duluth, MN : Association for Consumer Research, Pages: 39-40.
Eline de Vries, University Carlos III Madrid, Spain
Laura Rodriguez-Solis, University Carlos III Madrid, Spain
LA - Latin American Advances in Consumer Research Volume 4 | 2017
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