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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