IDEAS home Printed from https://ideas.repec.org/p/nsu/apasro/152.html
   My bibliography  Save this paper

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

Author

Listed:
  • Baghi, Ilaria
  • Rubaltelli, Enrico
  • Tedecshi, Marcello

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..

Suggested Citation

  • Baghi, Ilaria & Rubaltelli, Enrico & Tedecshi, Marcello, 2010. "Cause Related Marketing: The Role of Mental Accounting, Price and Product Type," Apas Papers 152, Academic Public Administration Studies Archive - APAS.
    • Handle: RePEc:nsu:apasro:152
    as

    Download full text from publisher

    File URL: http://www.apas.admpubl.snspa.ro/handle/2010/176
    Download Restriction: no
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:nsu:apasro:152. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Ani Matei (email available below). General contact details of provider: https://edirc.repec.org/data/fasnsro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.