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
Share Proceeding
Featured papers
See MoreFeatured
Immigration, Abortion, and Gay Marriage – Oh My!
TJ Weber, Cal Poly San Luis Obispo
Chris Hydock, Georgetown University, USA
Jeff Joireman, Washington State University, USA
David Sprott, Washington State University, USA
Featured
How Matte Product Surface Enhances Perceived Durability
Taehoon Park, University of South Carolina, USA
Junghan Kim, Singapore Management University, Singapore
Featured
D4. How the Product Positioning Affect the Influence of Online Consumer Reviews on Consumer Intentions
Helison Bertoli Alves Dias, Federal University of Paraná
José Carlos Korelo, Federal University of Paraná
Danielle Mantovani, Federal University of Paraná
Cecilia Souto Maior, Federal University of Paraná
Paulo Henrique Muller Prado, Federal University of Paraná