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
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