Barbara A. Lafferty

• University of South Florida

Cause-related marketing (CRM) is almost ubiquitous as brands of all price points participate in this marketing strategy in the United States and internationally, as well. The value that CRM brings to the firm, the consumer, and the nonprofit organization has made it a popular and valuable tool for marketers. Academic research on CRM has gained mome...

With the increase in not-for-profit and cause-related marketing activities, researchers have turned their focus to identifying reasons why people might support charitable causes and under what circumstances consumers might be more likely to buy a product partnered with a particular cause (e.g., Barone, Miyazaki, and Taylor, 2000; Cunningham and Cus...

The appeal of collecting and accumulating objects to display, trade, or sell is a unique but common form of consumption behavior throughout the world. This exploratory research develops a perspective on this consumption behavior by studying Disney pin collectors. The preliminary findings indicate that Disney pin collectors, while similar in some ch...

This study investigates the phenomenon of fortuitous brand image transfer, or image transfer that occurs by chance, between two brands sponsoring the same event concurrently (i.e., concurrent sponsorships). Two experiments show that concurrent sponsorships lead either to a transfer of image or to a contrast of image between sponsoring brands that a...

Cause-brand alliances (CBAs) are becoming a routine strategy to enhance the image of the brand and the cause and to encourage brand sales. This research conducted two studies to evaluate importance and fit as selection criteria for the cause partner. Study 1 evaluated the relative importance of a cause on attitudes and purchase intent for a familia...

The intention of a cause-related marketing campaign is to encourage the purchase of a brand so donations can be made to the partnering cause. This study compared two ads, one that portrayed the cause as the visual element and one that portrayed the brand, to determine which executional technique produced a greater effect on advertising outcome vari...

In the fields of consumer research, communications, and → Persuasion, few concepts have been studied more over the decades than that of endorsers in advertisements. An endorser can broadly be defined as any individual who appears in an advertisement as a spokesperson for that product. The endorser can be a well‐known actor, athlete, or any other pe...

How well the cause fits with the brand or is congruent has been assumed to be an important variable when selecting a cause partner. This study assesses if consumers’ perceptions of the fit between a cause and a brand has a differential impact on attitudes and purchase intentions when the credibility of a firm is low, moderate, or high. A 2 × 3 expe...

Innovativeness is a willingness to try new things. Combined with other factors, innovativeness leads consumers to be among the first to adopt new ideas, products, and practices, such as buying online. As an individual difference trait, innovativeness can be conceptualized at three levels of generality: a global personality trait, general marketplac...

Using animals to test cosmetic products is controversial, but little research has explored its social and psychological influences. Relationships between two personality constructs related to nonconformity (independence and anticonformity) and attitudes toward animal testing were studied using data from a survey of 418 students. The Independence Or...

While interest in the concept of corporate reputation has gained momentum in the last few years, a precise and commonly agreed upon definition is still lacking. This paper reviews the many definitions of corporate reputation present in the recent literature and categorizes these definitions based on their similarities and differences. The purpose o...

Using a human associative memory (HAM) framework, the authors assessed the influence of single and multiple sponsorship arrangements on consumers' attitudes and purchase intentions. In addition, the authors investigated the role of familiarity with the sponsoring brand in sponsorship effectiveness. Using different levels of sponsoring brand familia...

Product endorsers often contribute to an advertisement's persuasiveness for many consumers. This study evaluates how consumer innovativeness moderates the influence of endorser expertise on attitude-toward-the-brand, purchase intentions, and willingness-to-pay for a new cell phone. Subjects (n = 697) were shown an ad for a fictitious new cell phone...

This study assessed the relationship between two important constructs in social psychology, conformity and psychological reactance, which are suggested to be negatively related, i.e., a person higher in the tendency to conform will score lower on psychological reactance and vice versa. The two constructs were measured by multi-item self-report scal...

Partnering charitable causes with brands has become a common practice for many marketing programs referred to strategically as cause-related marketing. While there is the perception that both partners benefit from the alliance, research has focused primarily on the benefits to the brand. This experiment (n=463) evaluates changes in attitude for bot...

Innovativeness is a willingness to try new things. Combined with other factors, innovativeness leads consumers to be among the first to adopt new ideas, products, and practices, such as buying online. As an individual difference trait, innovativeness can be conceptualized at three levels of generality: a global personality trait, general marketplac...

Partnering charitable causes with brands has become a common practice for many marketing programs; it is referred to strategically as cause-related marketing. Although there is the perception that both partners benefit from the alliance, research has focused primarily on the benefits to the brand. Using Attitude Accessibility, Congruity, and Inform...

The introduction of new technological products makes it important for marketers to understand how innovators or first adopters respond to persuasion cues. In this study, corporate credibility and endorser attractiveness were manipulated to determine their relative influence on innovators' attitudes toward the brand and their purchase intentions. Th...

The purpose of the present study was to test four hypotheses regarding the effects of viewing Web sites on Internet advertising. We surveyed a convenience sample of 329 undergraduate students, asking them to recall brand names seen on the Internet, to describe perceived advantages and disadvantages of online advertising, and to recall ads encounter...

This study proposes a theory of the combined influence of corporate and endorser credibility. Participants assessed the credibility of the companies and spokespersons as well as their attitudes toward the ads and brands, and their intent to purchase the advertised product. The covariance matrix was subjected to a path analysis. The model fit the da...

This article has no abstract

A great deal of attention has been devoted to the concept of market orientation in marketing academe and practice. Numerous perspectives have been proposed as researchers endeavor to conceptualize the market orientation construct and implement it in practice. Presents a conceptual framework that integrates five recently advanced perspectives on mar...

Corporate credibility forms part of the overall reputation of a company. It describes how consumers evaluate the company's honesty and expertise. Along with endorser credibility, it is another type of source credibility that can influence consumer reactions to a company's advertisements and shape their brand attitudes. In this paper, we examine the...

Advertisers frequently use endorsers or spokespersons as credible sources to influence consumers' attitudes and purchase intentions. Corporate credibility-the reputation of a company for honesty and expertise-is another type of source credibility that can influence consumer reactions to ads and shape brand attitudes. The present study assessed the...

The purpose of this study is to assess the reliability and validity of the consumer ethnocentrism construct and the corresponding CETSCALE measurement (Shimp and Sharma 1987) across cross-national samples. In doing this, we examine four hypotheses addressing the (1) unidimensionality, (2) internal consistency, (3) discriminant validity, and (4) mal...

Endorser credibility is one of the most frequently used methods in advertising to influence consumers’ attitudes and purchase intentions. Corporate credibility, or the reputation of the firm, is another source of credibility identified in marketing that can influence these cognitions. Our experimental study examined these two sources of credibility...