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.

Cause related marketing: The role of mental accounting, price and product type

BAGHI, ILARIA;TEDESCHI, Marcello;
2009

Abstract

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.
Marketing and the Core Discipline
Nantes
26-29 may 2009
1
1
27
Baghi, Ilaria; Tedeschi, Marcello; Rubaltelli, E.
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.
File in questo prodotto:
Non ci sono file associati a questo prodotto.
Pubblicazioni consigliate

Caricamento pubblicazioni consigliate

Licenza Creative Commons
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

Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11380/642055
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact