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Matching a cause with self-schema: The moderating effect on brand preferences



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.