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.File | Dimensione | Formato | |
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