The aim of this study is to analyse the potential of a co-branding strategy in cause related marketing (CRM). The intent is to verify the role of brand awareness and brand credibility on consumers’ intention toward a co-branded cause related product. The study consists of an experimental between subject design. Findings show that brand awareness, and not brand credibility, is able to affect consumers’ willingness to buy and to pay for the product. Even if a for-profit brand is not so credible, it could reach positive results in a CRM co-branded campaign together with a well-known non-profit brand.

Brand awareness or brand credibility? This is the matter in a co-branded cause related marketing program / Baghi, Ilaria; Gabrielli, Veronica. - (2013). (Intervento presentato al convegno 42th Emac Annula Conference tenutosi a Istanbul, Turkey nel 4-7 June).

Brand awareness or brand credibility? This is the matter in a co-branded cause related marketing program

BAGHI, ILARIA;GABRIELLI, Veronica
2013

Abstract

The aim of this study is to analyse the potential of a co-branding strategy in cause related marketing (CRM). The intent is to verify the role of brand awareness and brand credibility on consumers’ intention toward a co-branded cause related product. The study consists of an experimental between subject design. Findings show that brand awareness, and not brand credibility, is able to affect consumers’ willingness to buy and to pay for the product. Even if a for-profit brand is not so credible, it could reach positive results in a CRM co-branded campaign together with a well-known non-profit brand.
2013
42th Emac Annula Conference
Istanbul, Turkey
4-7 June
Baghi, Ilaria; Gabrielli, Veronica
Brand awareness or brand credibility? This is the matter in a co-branded cause related marketing program / Baghi, Ilaria; Gabrielli, Veronica. - (2013). (Intervento presentato al convegno 42th Emac Annula Conference tenutosi a Istanbul, Turkey nel 4-7 June).
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11380/1077117
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