The present paper proposes a branding perspective for a specific kind of social marketing program: Cause-related marketing activities. The aim is to verify the separate and joint effect of brand awareness of two partners in a co-branded cause related program success. The intent is to understand which partner is most important to be aware in consumer mind to improve consumers’ attitude and trust and to feed their willingness to pay and to buy for the cause-related product. The study consists of an experimental 2 (profit brand awareness: high; low) x2 (no profit brand awareness: high; low) between subject design. Results have shown a significant interaction between the awareness of the for-profit and non-profit brand in defining consumer attitude and willingness to pay for the cause related product and a main effect of the awareness of the non-profit brand on purchase likelihood and on trust in cause related marketing program.
Co-branding strategy for Cause Related Marketing activities: the role of brand awareness on consumers’ perception / Gabrielli, V; Baghi, Ilaria. - ELETTRONICO. - (2010), pp. ...-.... ((Intervento presentato al convegno 6th International conference thught the leaders n brand management tenutosi a Lugano nel April 2010.
Data di pubblicazione: | 2010 |
Titolo: | Co-branding strategy for Cause Related Marketing activities: the role of brand awareness on consumers’ perception |
Autore/i: | Gabrielli, V; Baghi, Ilaria |
Autore/i UNIMORE: | |
Nome del convegno: | 6th International conference thught the leaders n brand management |
Luogo del convegno: | Lugano |
Data del convegno: | April 2010 |
Pagina iniziale: | ... |
Pagina finale: | ... |
Citazione: | Co-branding strategy for Cause Related Marketing activities: the role of brand awareness on consumers’ perception / Gabrielli, V; Baghi, Ilaria. - ELETTRONICO. - (2010), pp. ...-.... ((Intervento presentato al convegno 6th International conference thught the leaders n brand management tenutosi a Lugano nel April 2010. |
Tipologia | Relazione in Atti di Convegno |
File in questo prodotto:

I documenti presenti in Iris Unimore sono rilasciati con licenza Creative Commons Attribuzione - Non commerciale - Non opere derivate 3.0 Italia, salvo diversa indicazione.
In caso di violazione di copyright, contattare Supporto Iris