Small But Sincere: the Impact of Firm Size and Gratitude on the Effectiveness of Cause-Marketing Campaigns
We show the impact of firm size on Cause-Marketing (CM) effectiveness and the importance of gratitude that consumers feel for providing the donation opportunity. Smaller firms enjoy higher sincerity perceptions as they are perceived as doing more effort. This induces stronger gratitude and consumer intentions to buy the CM-promoted product.
Eline L.E. De Vries and Lola C. Duque (2018) ,"Small But Sincere: the Impact of Firm Size and Gratitude on the Effectiveness of Cause-Marketing Campaigns", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 827-828.
Eline L.E. De Vries, University Carlos III Madrid
Lola C. Duque, University Carlos III Madrid
NA - Advances in Consumer Research Volume 46 | 2018
Is CSR for Sale? Investigating the Effects of Acquisition of Socially Responsible Brands on CSR Perceptions
Bianca Grohmann, Concordia University, Canada
Argiro Kliamenakis, Concordia University, Canada
H. Onur Bodur, Concordia University, Canada
Deny the Voice Inside: Are Accessible Attitudes Always Beneficial?
Aaron Jeffrey Barnes, University of Illinois at Urbana-Champaign, USA
Sharon Shavitt, University of Illinois at Urbana-Champaign, USA
An Idea Opposed to Another Idea is Always the Same Idea: Reconsidering the Materialistic Aspects of Voluntary Simplicity
Mathieu Alemany Oliver, Toulouse Business School
Justyna Kramarczyk, Adam Mickiewicz University in Poznan