Matching a Cause with Self-Schema: The Moderating Effect on Brand Preferences

作者：Chowdhury Tilottama G^*; Khare Adwait

来源：Psychology and Marketing, 2011, 28(8): 825-842.

DOI：10.1002/mar.20414

The moderating roles of consumer brand involvement type and product type on the effect of a match between consumers' self-schema and the cause a brand supports on consumers' preference for the cause-supporting brand is investigated. The authors show that a schema-cause match enhances consumer preference for a brand engaging in cause-related marketing when (1) consumers' involvement with the brand is of the impression-relevant type (vs. outcome-relevant type) and (2) when the branded product is functional (vs. hedonic).

• 出版日期2011-8