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
O13. Pain of Loss: How Losing in a Promotional Competition Influences Consumer Attitude
Arash Talebi, ESSEC Business School
Sonja Prokopec, ESSEC Business School
Ayse Onculer, ESSEC Business School
Featured
Making Sense of Spontaneity: In-The-Moment Decisions Promote More Meaningful Experiences
Jacqueline R. Rifkin, Duke University, USA
Keisha Cutright, Duke University, USA
Featured
The Effect of Future Focus on Self-Control is Moderated by Self-Efficacy
Rafay A Siddiqui, Hong Kong Polytechnic University
Jane Park, University of California Riverside, USA
Frank May, Virginia Tech, USA