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

Ilaria Baghi, Enrico Rubaltelli () and Marcello Tedecshi

No 152, Apas Papers from Academic Public Administration Studies Archive - APAS

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..

Keywords: hedonistic and utilitarian products; price; mental accounting; Cause related marketing (search for similar items in EconPapers)
Date: 2010-07-05
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