Suchergebnisse

AbstractThis study investigates the value of cause‐related marketing (CRM) campaigns in consumer relationship management. Specifically, following the tenets of persuasion knowledge model and equity theory, this study proposes that the effect of consumers' inferences of companies' manipulative intent (IMI) in CRM campaigns on consumer–brand communal relationships is contingent on consumers' knowledge about the degree to which the companies and the social cause benefit from the campaigns. A panel of 506 U.S. consumers was recruited to complete an online survey. Results reveal that when consumers believe that nonprofit partners benefit more from a CRM campaign than the company does, IMI positively affects consumer–brand communal relationships. However, when consumers perceive greater corporate benefits than social benefits, IMI negatively affects consumer–brand communal relationships. These results present a convincing case that in order to cultivate a long‐term communal relationship with consumers, companies should promote their CRM programs by highlighting these programs' social benefits and impact. If such programs are considered to yield more corporate benefits, companies should make efforts to mitigate the negative impact that IMI may bring to consumer–brand communal relationships. This study also advances our existing understanding of communal relationships and CRM by unveiling how CRM‐related factors collectively influence corporate building of a long‐term communal relationship with consumers. We hope to inspire future researchers who are interested in bridging CRM and communal relationship literature to inform effective CRM practice.

AbstractThis research investigated the interplay between mood, disclosure language, and ad skepticism on consumers' recognition and evaluation of native advertising. During two online experiments, participants first received a mood manipulation and then read an article‐style native advertisement. Results from both studies indicated that participants were more likely to recognize a native ad with an explicit rather than an implicit disclosure label, and a negative mood was more likely than a positive mood to drive participants to recognize the native ad. More importantly, participants in a positive mood evaluated a native ad with an implicit disclosure more favorably than an ad with an explicit disclosure. By contrast, participants in a negative mood responded more positively to a native ad with explicit disclosure compared to an ad with implicit disclosure. Study 2 demonstrated that the interaction between mood and disclosure language was further moderated by individuals' levels of ad skepticism. These results are believed to provide meaningful theoretical and practical implications to the field of native advertising and consumer behavior.