Previous studies suggested that former belief about the country of origin have a role in orienting consumers purchasing decisions. The purpose of this research is to investigate the extent to which the effectiveness of a cause related marketing program (CRM) might be influenced by previous belief about the product country of origin. The study consists of anexperimental 2X2 between subjects design. Results show significant interaction between previous convictions about a country in defining consumer willingness to pay for the cause related product, their purchase intention and a main effect of the country social involvement on consumers confidence in CRM program.
Cause Related Marketing And Country Of Origin Effect / Baghi, I.; Tedeschi, Marcello. - ELETTRONICO. - 39:(2010), pp. 01-09. (Intervento presentato al convegno 39th Emac Conference: The Six Senses - The Essential of Marketing tenutosi a Copenhagen nel 1 - 4 june).
Cause Related Marketing And Country Of Origin Effect
TEDESCHI, Marcello
2010
Abstract
Previous studies suggested that former belief about the country of origin have a role in orienting consumers purchasing decisions. The purpose of this research is to investigate the extent to which the effectiveness of a cause related marketing program (CRM) might be influenced by previous belief about the product country of origin. The study consists of anexperimental 2X2 between subjects design. Results show significant interaction between previous convictions about a country in defining consumer willingness to pay for the cause related product, their purchase intention and a main effect of the country social involvement on consumers confidence in CRM program.
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