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.



Citation:

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.

Authors

Eline L.E. De Vries, University Carlos III Madrid
Lola C. Duque, University Carlos III Madrid



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Felt Ambivalence: Exploring the Storage Structure and Role of Situational Relevance on the Accessibility of Dominant and Conflicting Reactions

Amit Surendra Singh, Ohio State University, USA
H. Rao Unnava, University of California, Davis

Read More

Featured

Perceptions of Epistemic vs. Aleatory Uncertainty Affect Stock Investment

Daniel Walters, INSEAD, France
Gulden Ulkumen, University of Southern California, USA
Carsten Erner, FS Card
David Tannebaum, University of Utah, USA
Craig Fox, University of California Los Angeles, USA

Read More

Featured

G1. Enchantment through Retro Product Consumption in a Digital World

Varala Maraj, City University of London, UK
Fleura Bardhi, City University of London, UK
Caroline Wiertz, City University of London, UK

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.