Matching a cause with self-schema: The moderating effect on brand preferences
Article first published online: 20 JUN 2011
© 2011 Wiley Periodicals, Inc.
Psychology & Marketing
Volume 28, Issue 8, pages 825–842, August 2011
How to Cite
Chowdhury, T. G. and Khare, A. (2011), Matching a cause with self-schema: The moderating effect on brand preferences. Psychol. Mark., 28: 825–842. doi: 10.1002/mar.20414
- Issue published online: 20 JUN 2011
- Article first published online: 20 JUN 2011
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.