Cause related marketing is a strategy in which for every product sold, the companycontributes a share of proceeds to a social cause. Previous studies showed that psychologicalfactors have an influence on consumers’ perception of the product-social cause link. Thepresent study aims to verify if mental accounting could affect people’s evaluation of CRMprogram. This effect is supposed to be different when comparing high and low price orhedonistic and utilitarian products. Results confirm the hypothesis. Moreover, presentfindings show the different impact that product type and price range could have on consumersevaluations of CRM programs.

Cause related marketing: The role of mental accountig, price and product type / Baghi, Ilaria; Rubaltelli, E; Tedeschi, Marcello. - ELETTRONICO. - (2009), pp. ...-.... ((Intervento presentato al convegno 38th EMAC Conference 2009 tenutosi a Nantes, France nel May 2009.

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

BAGHI, ILARIA;TEDESCHI, Marcello
2009

Abstract

Cause related marketing is a strategy in which for every product sold, the companycontributes a share of proceeds to a social cause. Previous studies showed that psychologicalfactors have an influence on consumers’ perception of the product-social cause link. Thepresent study aims to verify if mental accounting could affect people’s evaluation of CRMprogram. This effect is supposed to be different when comparing high and low price orhedonistic and utilitarian products. Results confirm the hypothesis. Moreover, presentfindings show the different impact that product type and price range could have on consumersevaluations of CRM programs.
38th EMAC Conference 2009
Nantes, France
May 2009
...
...
Baghi, Ilaria; Rubaltelli, E; Tedeschi, Marcello
Cause related marketing: The role of mental accountig, price and product type / Baghi, Ilaria; Rubaltelli, E; Tedeschi, Marcello. - ELETTRONICO. - (2009), pp. ...-.... ((Intervento presentato al convegno 38th EMAC Conference 2009 tenutosi a Nantes, France nel May 2009.
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11380/697902
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