Shen Lei

[ 1 ] - Selecting the Right Cause from the Right Category: Does the Role of Product Category Matter in Cause-Brand Alliance? A Case Study of Students in Shanghai Universities

Increased competition is making it difficult to distinguish products solely by attributes, creating room for cause-related marketing. In this study with a sample of 322 university students, we evaluated the changes in consumer attitudes toward cause and brand as consequences of Cause Brand Alliance (CBA), by using the product category as moderator. Four popular brands from two product categorie...