Previous studies suggested that former belief about the country of origin have a role inorienting consumers purchasing decisions. The purpose of this research is to investigate theextent to which the effectiveness of a cause related marketing program (CRM) might beinfluenced by previous belief about the product country of origin. The study consists of anexperimental 2X2 between subjects design. Results show significant interaction betweenprevious convictions about a country in defining consumer willingness to pay for the causerelated product, their purchase intention and a main effect of the country social involvementon consumers confidence in CRM program.
Cause releted mareketing and country of origin effect / Baghi, Ilaria; Tedeschi, Marcello. - ELETTRONICO. - (2010), pp. ...-.... (Intervento presentato al convegno 39th EMAC Conference 2010. tenutosi a Copenhagen, Danemark nel June 2010).
Cause releted mareketing and country of origin effect
BAGHI, ILARIA;TEDESCHI, Marcello
2010
Abstract
Previous studies suggested that former belief about the country of origin have a role inorienting consumers purchasing decisions. The purpose of this research is to investigate theextent to which the effectiveness of a cause related marketing program (CRM) might beinfluenced by previous belief about the product country of origin. The study consists of anexperimental 2X2 between subjects design. Results show significant interaction betweenprevious convictions about a country in defining consumer willingness to pay for the causerelated product, their purchase intention and a main effect of the country social involvementon consumers confidence in CRM program.
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