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Matching a cause with self‐schema: The moderating effect on brand preferences
Author(s) -
Chowdhury Tilottama G.,
Khare Adwait
Publication year - 2011
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20414
Subject(s) - psychology , schema (genetic algorithms) , advertising , brand preference , product type , brand awareness , preference , brand extension , marketing , business , information retrieval , computer science , economics , microeconomics , programming language
Abstract 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). © 2011 Wiley Periodicals, Inc.