Exploring conspicuous compassion as a brand management strategy

Abstract

Purpose Cause-related marketing (CR-M) – promising to donate to a charity when consumers purchase specific products – is a popular brand strategy, particularly in the social media context. In light of Veblen’s theory of conspicuous consumption, the purpose of this experimental study is to test the impact of a brand’s level and the conspicuousness of a brand’s CR-M campaign on consumers’ brand-related responses. Results reveal a novel mechanism underlying the effects by showing that pride and guilt mediate results. Design/methodology/approach This research is based on two studies that used a 2 (brand level: high-end vs low-end) × 2 (conspicuous of CR-M campaign: conspicuous vs non-conspicuous) between-subjects experimental design with random assignment to conditions and manipulation checks. Findings Results reveal that consumers respond more favorably when high-end brands participate in CR-M, particularly when the CR-M promotion is conspicuous. That is, when a high-end brand partners with a charity, especially under conspicuous conditions, it significantly improves consumers’ brand attitudes and intent to share with others. Moreover, pride and guilt are important mediators in effects. Practical implications The results of this study offer strong implications for brand managers seeking to partner with charities in CR-M campaigns. Results suggest that implementing CR-M campaigns may be fruitful for brands, particularly high-end brands when they enhance the conspicuousness of their CR-M campaign. Originality/value Results empirically extend the notion of conspicuous consumption by demonstrating that social status can be achieved by displaying not only acquired goods but also benevolence.

Customers’ Experiences of Compassion and Brand Attitude: Evidence From Low-Cost Carriers

“…Likewise, the extent to which customers experience compassion while using low-cost carriers services can capture their perceptions of low-cost carriers service quality. Specifically, customers using low-cost carriers will focus on airlines’ compassionate services cognitively and experience them emotionally, reaching emotional empathy and thereby evaluating low-cost carrier brands more favorably ( Wuthnow, 2012 ; Childs and Kim, 2019 ) because they are likely to perceive that they are receiving genuine cares. As such, when customers experience spiritual, material, and temporal compassion, they will develop a positive brand attitude overall, such as liking and trusting the brand.…”

Passion for the past: Effect of charity appeals and nostalgia on clothing donation intentions

“…Furthermore, given previous research that emphasizes the impact of the conspicuousness component (i.e., whether seen by others) of charitable giving (Childs & Kim, 2019; Grace, 2009; Jai, 2013), future research can test the impact of conspicuousness on the effectiveness of message appeals on charitable giving behavior. It is also important to note that our research did not examine the various apparel disposition activities.…”

Development and initial validation of the conspicuous behaviour orientation scale

“…Such behaviour signals to significant others the possession of the altruistic traits of kindness, compassion, and empathy. West (2004) calls this phenomenon "conspicuous compassion," which refers to pro-social altruistic behaviour that serves as a signal to relevant others of an individual's beliefs, values, and attitudes towards different social causes (Childs & Kim, 2019;Wallace et al, 2020).…”

“…Such behaviour signals to significant others the possession of the altruistic traits of kindness, compassion, and empathy. West (2004) calls this phenomenon “conspicuous compassion,” which refers to pro‐social altruistic behaviour that serves as a signal to relevant others of an individual's beliefs, values, and attitudes towards different social causes (Childs & Kim, 2019; Wallace et al, 2020). According to prior literature, conspicuous altruism and conspicuous consumption are a result of the need to engage in positive self‐presentation that leads to an increase in status (Griskevicius et al, 2007; Miller, 2009; Saad, 2007).…”