Cause related marketing (CRM) is a strategy in which for every product sold, the company contributes a share of proceeds to a charitable cause. This study investigates people’s perception of cause related-marketing programs compared with fund raising campaigns promoted by no-profit association. Results showed that people choose more often CRM programs and fund raising campaigns describing the total amount of people they could help when paired with programs helping single victims. When presented with only one program individuals donate more to support a single victim but not to buy a product supporting a single victim rather than many victims.
Improving people willigness to donate by selling them a product / Baghi, I; Tedeschi, Marcello; Rubaltelli, E.. - ELETTRONICO. - 1:(2007), pp. 1-5.
Improving people willigness to donate by selling them a product
TEDESCHI, Marcello;
2007
Abstract
Cause related marketing (CRM) is a strategy in which for every product sold, the company contributes a share of proceeds to a charitable cause. This study investigates people’s perception of cause related-marketing programs compared with fund raising campaigns promoted by no-profit association. Results showed that people choose more often CRM programs and fund raising campaigns describing the total amount of people they could help when paired with programs helping single victims. When presented with only one program individuals donate more to support a single victim but not to buy a product supporting a single victim rather than many victims.
Pubblicazioni consigliate
I metadati presenti in IRIS UNIMORE sono rilasciati con licenza Creative Commons CC0 1.0 Universal, mentre i file delle pubblicazioni sono rilasciati con licenza Attribuzione 4.0 Internazionale (CC BY 4.0), salvo diversa indicazione.
In caso di violazione di copyright, contattare Supporto Iris
