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EMAC 2024 Annual


Exploring the influence of message framing on brand evangelism in purchase-triggered donation purchases
(A2024-119883)

Published: May 28, 2024

AUTHORS

Ahmad Aljarah, Bahcesehir Cyprus University; Manuela Lopez-Perez, University of Murcia; Eva Lahuerta-Otero, University of Salamanca; Rebeca Cordero-GutiƩrrez, Pontifical University of Salamanca

ABSTRACT

Consumers show greater willingness for prosocial behavior when purchasing cause-related products, yet the impact of gain versus loss-framed messages on such purchases is unclear. We conducted a between-subject experiment in U.S. coffee shops, exploring the differential impact of framed purchase-triggered donation intentions on brand evangelism. Findings indicate that framing significantly predicts oppositional brand referrals, but not purchase intention or positive brand referrals. The study also considers the mediating role of perceived altruistic value and the moderating effect of customer rumination thinking. Results show that perceived altruistic value mediates the framing effect on brand evangelism, with customer rumination thinking moderating the relationship in oppositional brand referrals and marginally in positive brand referrals, but not in purchase intentions. The insights add value to the complex dynamics of message framing and consumer responses in cause-related purchases.