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L?effetto paese d?origine sul comportamento del consumatore verso i prodotti cause related: intenzione all?acquisto, disponibilit? a pagare e valutazione delle iniziative di cause related marketing

Author

Listed:
  • Ilaria Baghi
  • Marcello Tedeschi

Abstract

L?obiettivo del presente lavoro di ricerca ? quello di investigare il ruolo dell?effetto del paese d?origine nel contesto delle iniziative di cause related marketing. Le ipotesi riguardano l?influenza delle credenze relative al paese d?origine del prodotto sull?intenzione all?acquisto e sulla percezione da parte dei consumatori di tali iniziative. Lo studio consiste di un disegno sperimentale 2X2 between subjects. I risultati mostrano influenze significative del paese d?origine sulla attrattivit? del prodotto, sull?intenzione all?acquisto, sulla disponibilit? a pagare e sulla percezione di utilit? sociale della iniziativa. La provenienza del prodotto non ha effetti rilevanti sull?atteggiamento e sull?importanza attribuita alla mission causa sociale.

Suggested Citation

  • Ilaria Baghi & Marcello Tedeschi, 2012. "L?effetto paese d?origine sul comportamento del consumatore verso i prodotti cause related: intenzione all?acquisto, disponibilit? a pagare e valutazione delle iniziative di cause related marketing," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2012(1), pages 115-129.
  • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2012-001008
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