One For Me, One For You: Cause-Related Marketing with Buy-One Give-One Promotions

A Buy‐one Give‐one (BOGO) donation model features the donation of a physical entity and is a popular cause‐related marketing (CM) promotion format. Little is known about factors that underlie consumer response to BOGO‐format promotions. The current studies, collectively, indicate BOGO promotions evo...

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Bibliographic Details
Published in:Psychology & marketing 2016-09, Vol.33 (9), p.692-703
Main Author: Hamby, Anne
Format: Article
Language:English
Subjects:
Cognitive psychology
Consumer attitudes
Consumer behavior
Donations
Purchase intention
Sales promotions
Studies
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Online Access:Get full text
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