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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dc.contributor.author Baghi, Ilaria
dc.contributor.author Tedecshi, Marcello
dc.contributor.author Rubaltelli, Enrico
dc.date.accessioned 2010-07-05T08:07:11Z
dc.date.available 2010-07-05T08:07:11Z
dc.date.issued 2010-07-05
dc.identifier.uri http://www.apas.admpubl.snspa.ro/handle/2010/176
dc.description.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.. en_US
dc.publisher 8-th International Congress of the International Association on Public and Nonprofit Marketing "New Approaches in Public and Nonprofit Marketing Research & Practice", Valencia, 17-19 June 2009
dc.subject Cause related marketing en_US
dc.subject mental accounting en_US
dc.subject price en_US
dc.subject hedonistic and utilitarian products en_US
dc.title Cause Related Marketing: The Role of Mental Accounting, Price and Product Type en_US
dc.type Working Paper en_US


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