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CB

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Event

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This research conducts two experimental studies and tests the effects of fashion brand and charity collaborations on consumers' attitude towards the brand. Study 1 examines whether consumers change their attitudes towards a brand when it collaborates with a charity. Study 2 further investigates this relationship and tests whether consumers' change in brand attitudes is impacted by the brand's level (high-end vs. low-end) and the conspicuousness of consumers' compassion (conspicuous vs. non-conspicuous). Findings show that collaborating with a charity as part of a cause related marketing campaign can increase consumers' attitudes towards the brand, especially for a high-end brand which presents their charity collaboration conspicuously. Theoretical and practical implications will be presented based on findings of this study.

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Jan 1st, 12:00 AM

The Effect of Fashion Brand and Charity Collaborations on Brand Attitudes

This research conducts two experimental studies and tests the effects of fashion brand and charity collaborations on consumers' attitude towards the brand. Study 1 examines whether consumers change their attitudes towards a brand when it collaborates with a charity. Study 2 further investigates this relationship and tests whether consumers' change in brand attitudes is impacted by the brand's level (high-end vs. low-end) and the conspicuousness of consumers' compassion (conspicuous vs. non-conspicuous). Findings show that collaborating with a charity as part of a cause related marketing campaign can increase consumers' attitudes towards the brand, especially for a high-end brand which presents their charity collaboration conspicuously. Theoretical and practical implications will be presented based on findings of this study.

 

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