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Effectiveness Of Checkout Charities: Exploring Generational Differences, Shaylee R. Ferguson, Lauren Beverly, Jamye Foster
Effectiveness Of Checkout Charities: Exploring Generational Differences, Shaylee R. Ferguson, Lauren Beverly, Jamye Foster
Association of Marketing Theory and Practice Proceedings 2023
As consumer-brand relationships continue to evolve, the role of cause-related marketing (CRM) is becoming increasingly complex (Mohr et al., 1998). A specific type of CRM, checkout charities, is becoming common in brick-and-mortar and online retailers (Sudbury & Vossler, 2021). Previous check-out-charity research has focused on consumer stress and cause fit while ignoring the influence of generational differences on perceptions and participation. Research has found that some generational groups differ in motivations for giving and donation expectations, thus impacting consumer behaviors in the context of checkout charities. Therefore, this study will attempt to answer the following research question: Do younger generations …