Cause Related Marketing: The Role of Mental Accounting, Price and Product Type

Academic Public Administration Studies

Cause Related Marketing: The Role of Mental Accounting, Price and Product Type

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Title: Cause Related Marketing: The Role of Mental Accounting, Price and Product Type
Author: Baghi, Ilaria; Tedecshi, Marcello; Rubaltelli, Enrico
Abstract: Cause related marketing is a strategy that aims to communicate a company's striving for corporate social responsibility and to improve brand image. Previous studies showed that psychological factors have a central role in the CRM strategy as they influence the extent of people's emotional reactions toward the productsocial cause link. The aim is to verify if mental accounting should have an impact on people’s perception of a CRM programs. The effect of mental accounting should be different when comparing high and low price products as well as frivolous and utilitarian products. We can conclude that the integrated mental accounting was more effective than the separated one when the product was a frivolous, and high price, one..
URI: http://www.apas.admpubl.snspa.ro/handle/2010/176
Date: 2010-07-05


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