Cause-Related Marketing (Cm) Strategy of Luxury Brands: Altruistic Possessiveness Makes Luxury Brand Cm More Effective

Four studies demonstrate that product-linked cause marketing is more effective in engaging materialists than is donation-linked cause marketing, but not for value brands, and regardless of the product value. Higher altruistic possessiveness of the product-linked cause marketing is effective in satisfying status-seeking needs of materialists.



Citation:

Sukhyun Kim, Kiwan Park, and L.J. Shrum (2018) ,"Cause-Related Marketing (Cm) Strategy of Luxury Brands: Altruistic Possessiveness Makes Luxury Brand Cm More Effective", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 275-276.

Authors

Sukhyun Kim, HEC Paris, France
Kiwan Park, Seoul National University, South Korea
L.J. Shrum, HEC Paris, France



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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