Cause related marketing is a strategy in which for every product sold, the company contributes a share of proceeds to a social cause. Previous studies showed that psychological factors have an influence on consumers’ perception of the product-social cause link. The present study aims to verify if mental accounting could affect people’s evaluation of CRM program. This effect is supposed to be different when comparing high and low price or hedonistic and utilitarian products. Results confirm the hypothesis. Moreover, present findings show the different impact that product type and price range could have on consumers evaluations of CRM programs.
Cause related marketing: The role of mental accounting, price and product type / Baghi, Ilaria; Tedeschi, Marcello; Rubaltelli, E.. - ELETTRONICO. - 1:(2009), pp. 1-27. (Intervento presentato al convegno Marketing and the Core Discipline tenutosi a Nantes nel 26-29 may 2009).