Small but Sincere: How Firm Size and Gratitude Determine the Effectiveness of Cause Marketing Campaigns

Eline L.E. De Vries and Lola C. Duque

Journal of Retailing, 2018, vol. 94, issue 4, 352-363

Abstract: Cause-Marketing (CM) has gained momentum in recent years, both in marketing research and practice. However, while CM aims to influence consumers on an emotional or affective level, research into the emotional and affective response to CM campaigns is scarce. The current research fills this void by showing that a CM campaign is a win–win–win strategy. Though the tangible benefits of CM campaigns go to the firm and the philanthropic cause, our perspective is novel by arguing that the consumer benefits as well, albeit intangibly; CM campaigns provide an opportunity to do good, and hence induce feelings of gratitude in consumers. However, this effect depends on several contingencies. In particular, consumers perceive greater effort by small firms, relative to large firms, that engage in CM campaigns, leading them to assess the underlying motives as more sincere and then experience stronger feelings of gratitude for the opportunity to donate. Four experiments confirm this greater CM effectiveness for small compared with large firms. In turn, this study offers substantive contributions for both marketing research and practice: It proposes a cost-effective strategy for enhancing CM effectiveness, and specifies concrete strategies for both small and large companies.

Keywords: Cause Marketing; Gratitude; Sincerity; Firm size (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (11)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:94:y:2018:i:4:p:352-363

DOI: 10.1016/j.jretai.2018.08.002

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