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Exploring conspicuous compassion as a brand management strategy

Exploring conspicuous compassion as a brand management strategy Cause-related marketing (CR-M) – promising to donate to a charity when consumers purchase specific products – is a popular brand strategy, particularly in the social media context. In light of Veblen’s theory of conspicuous consumption, the purpose of this experimental study is to test the impact of a brand’s level and the conspicuousness of a brand’s CR-M campaign on consumers’ brand-related responses. Results reveal a novel mechanism underlying the effects by showing that pride and guilt mediate results.Design/methodology/approachThis research is based on two studies that used a 2 (brand level: high-end vs low-end) × 2 (conspicuous of CR-M campaign: conspicuous vs non-conspicuous) between-subjects experimental design with random assignment to conditions and manipulation checks.FindingsResults reveal that consumers respond more favorably when high-end brands participate in CR-M, particularly when the CR-M promotion is conspicuous. That is, when a high-end brand partners with a charity, especially under conspicuous conditions, it significantly improves consumers’ brand attitudes and intent to share with others. Moreover, pride and guilt are important mediators in effects.Practical implicationsThe results of this study offer strong implications for brand managers seeking to partner with charities in CR-M campaigns. Results suggest that implementing CR-M campaigns may be fruitful for brands, particularly high-end brands when they enhance the conspicuousness of their CR-M campaign.Originality/valueResults empirically extend the notion of conspicuous consumption by demonstrating that social status can be achieved by displaying not only acquired goods but also benevolence. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Product & Brand Management Emerald Publishing

Exploring conspicuous compassion as a brand management strategy

Journal of Product & Brand Management , Volume 28 (4): 15 – Jul 17, 2019

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References (78)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1061-0421
DOI
10.1108/jpbm-05-2018-1882
Publisher site
See Article on Publisher Site

Abstract

Cause-related marketing (CR-M) – promising to donate to a charity when consumers purchase specific products – is a popular brand strategy, particularly in the social media context. In light of Veblen’s theory of conspicuous consumption, the purpose of this experimental study is to test the impact of a brand’s level and the conspicuousness of a brand’s CR-M campaign on consumers’ brand-related responses. Results reveal a novel mechanism underlying the effects by showing that pride and guilt mediate results.Design/methodology/approachThis research is based on two studies that used a 2 (brand level: high-end vs low-end) × 2 (conspicuous of CR-M campaign: conspicuous vs non-conspicuous) between-subjects experimental design with random assignment to conditions and manipulation checks.FindingsResults reveal that consumers respond more favorably when high-end brands participate in CR-M, particularly when the CR-M promotion is conspicuous. That is, when a high-end brand partners with a charity, especially under conspicuous conditions, it significantly improves consumers’ brand attitudes and intent to share with others. Moreover, pride and guilt are important mediators in effects.Practical implicationsThe results of this study offer strong implications for brand managers seeking to partner with charities in CR-M campaigns. Results suggest that implementing CR-M campaigns may be fruitful for brands, particularly high-end brands when they enhance the conspicuousness of their CR-M campaign.Originality/valueResults empirically extend the notion of conspicuous consumption by demonstrating that social status can be achieved by displaying not only acquired goods but also benevolence.

Journal

Journal of Product & Brand ManagementEmerald Publishing

Published: Jul 17, 2019

Keywords: Pride; Guilt; Brand attitudes; Brand level; Brand referral intentions; Conspicuous compassion; Intent to share on social media

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