Object structure

Title:

Willingness to pay for cause-related products: the impact of consumer attitudes and elements of a CrM campaign

Group publication title:

Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu

Title in english:

Skłonność do płacenia za produkty z atrybutem społecznym: wpływ postaw konsumenckich i elementów kampanii CrM

Creator:

Kozłowski, Wojciech

Subject and Keywords:

cause-related marketing ; willingness-to-pay ; effectiveness ; marketing ważnej sprawy ; skłonność do płacenia ; skuteczność

Description:

Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu = Research Papers of Wrocław University of Economics; 2019; vol. 63, nr 4, s. 95-107

Abstrakt:

The article presents the results of research, conducted by experiment, on determinants of the effectiveness of cause-related marketing. Their specific objective was to examine the relationship between the attitudes of women and men and the elements of the CrM campaign and the consumers’ willingness to pay more for cause-related products. The results indicate that willingness will be higher for buyers with favorable attitudes towards CrM, accepting altruistic values and for whom the social cause is of great importance. Research also proves that the price effect of the campaign will be greater if the strategy is linked to utilitarian rather than hedonistic products. These findings can assist companies in designing more effective cause-related marketing strategies

Publisher:

Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu

Place of publication:

Wrocław

Date:

2019

Resource Type:

artykuł

Resource Identifier:

doi:10.15611/pn.2019.4.08

Language:

eng

Relation:

Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu = Research Papers of Wrocław University of Economics; 2019; vol. 63, nr 4

Access Rights:

Dla wszystkich zgodnie z licencją

License:

CC BY-NC-ND 3.0 PL

Location:

Uniwersytet Ekonomiczny we Wrocławiu