Charity Donors’ Response to Cause-Related Marketing: the Role of Attachment Styles

Little work has examined the effect of cause-related marketing (CM) on the focal charity. Two studies show that donors’ attachment styles influence donors’ response to CM implementation by their charity. Secure donors continue to be loyal, avoidant donors reduce their loyalty, and anxious donors are ambivalent.



Citation:

Sondes Zouaghi and Aïda Mimouni Chaabane (2018) ,"Charity Donors’ Response to Cause-Related Marketing: the Role of Attachment Styles", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 886-887.

Authors

Sondes Zouaghi, Thema-Cergy University
Aïda Mimouni Chaabane, Thema-Cergy University



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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