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Loureiro, S. M. C., Friedmann, E., Breazeale, M. & Middendorf, I. (2023). How can brands encourage consumers to donate data to a data-driven social partnership? An examination of hedonic vs. functional categories. Journal of Business Research. 164

S. M. Loureiro et al.,  "How can brands encourage consumers to donate data to a data-driven social partnership? An examination of hedonic vs. functional categories", in Journal of Business Research, vol. 164, 2023

@article{loureiro2023_1734976077113,
	author = "Loureiro, S. M. C. and Friedmann, E. and Breazeale, M. and Middendorf, I.",
	title = "How can brands encourage consumers to donate data to a data-driven social partnership? An examination of hedonic vs. functional categories",
	journal = "Journal of Business Research",
	year = "2023",
	volume = "164",
	number = "",
	doi = "10.1016/j.jbusres.2023.113958",
	url = "https://www.sciencedirect.com/journal/journal-of-business-research"
}

TY  - JOUR
TI  - How can brands encourage consumers to donate data to a data-driven social partnership? An examination of hedonic vs. functional categories
T2  - Journal of Business Research
VL  - 164
AU  - Loureiro, S. M. C.
AU  - Friedmann, E.
AU  - Breazeale, M.
AU  - Middendorf, I.
PY  - 2023
SN  - 0148-2963
DO  - 10.1016/j.jbusres.2023.113958
UR  - https://www.sciencedirect.com/journal/journal-of-business-research
AB  - Consumers’ willingness to donate personal data clearly benefits the marketers with whom they share it. Data-
driven social partnerships allow marketers to leverage the data, serve the public good, personalize products
for consumers, and boost profit. This paper focuses on better understanding what drives consumer data-donation
to data-driven social partnerships, and ways that marketers can encourage consumers’ data-donation. Using a
multi-method approach that includes a qualitative component – three focus groups – and two quantitative
studies, we show that corporate reputation is linked to consumers’ desire to donate data via brand trust in the
partnership for both functional and hedonic categories, however, hedonic categories can benefit even more from
consumers’ perceptions of brand coolness that lead to brand trust in the partnership, displaying double medi-
ation linking corporate reputation to consumers’ desire to donate data. Theoretical and managerial implications
for these findings are discussed.
ER  -