Scholars suggested that sense of guilt affects people’s shopping behaviour. This research examines how the presence of a CRM strategy linked to the purchase of an hedonic product may be considered as a valid justification to reduce consumer guilt and improve the intention to buy. The study consists of an experimental 2 (CRM vs no CRM) x 2 (hedonic vs. utilitarian) with the last factor within subjects design. Results propose a significant model that shows the mediation role played by the reduction of the sense of guilt on CRM capability to improve hedonic purchase intention.

Consumer guilt and cause related marketing: How charity could facilitate hedonic purchase intention / Baghi, I.. - (2015). ((Intervento presentato al convegno 2015 Academy of Marketing Annual Conference tenutosi a University of Limerick, Ireland. nel 7th- 9th July..

Consumer guilt and cause related marketing: How charity could facilitate hedonic purchase intention

Baghi, I.
2015

Abstract

Scholars suggested that sense of guilt affects people’s shopping behaviour. This research examines how the presence of a CRM strategy linked to the purchase of an hedonic product may be considered as a valid justification to reduce consumer guilt and improve the intention to buy. The study consists of an experimental 2 (CRM vs no CRM) x 2 (hedonic vs. utilitarian) with the last factor within subjects design. Results propose a significant model that shows the mediation role played by the reduction of the sense of guilt on CRM capability to improve hedonic purchase intention.
2015 Academy of Marketing Annual Conference
University of Limerick, Ireland.
7th- 9th July.
Baghi, I.
Consumer guilt and cause related marketing: How charity could facilitate hedonic purchase intention / Baghi, I.. - (2015). ((Intervento presentato al convegno 2015 Academy of Marketing Annual Conference tenutosi a University of Limerick, Ireland. nel 7th- 9th July..
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11380/1167005
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