کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
7418813 | 1482382 | 2016 | 7 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
Cause-related marketing: An experimental study about how the product type and the perceived fit may influence the consumer response
ترجمه فارسی عنوان
بازاریابی مرتبط با علت: یک مطالعه تجربی در مورد اینکه چگونه نوع محصول و تناسب درک شده ممکن است بر پاسخ مصرف کننده تأثیر بگذارد
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کلمات کلیدی
موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
مدیریت فناوری و نوآوری
چکیده انگلیسی
Although previous cause-related marketing literature has examined the role of the nature of the product and the perceived fit between the product and the cause, there is no clear consensus yet regarding the effect of these variables. This study contributes to existing literature by shedding light on the role that these two key factors have on consumer response. A 2 (utilitarian products vs. hedonic products)Â ÃÂ 2 (perceived fit: high vs. low) between-subjects factorial design was used to test the hypotheses. The results indicate that the nature of the promoted product used in the cause-related marketing campaign influences both brand attitude and purchase intention. Specifically, the attitude towards the brand was greater for the hedonic products than the utilitarian ones. By contrast, cause-related marketing campaigns linked to utilitarian products lead to higher purchase intentions. In addition, perceived fit between the product and the cause seems to play a key role, as this variable positively influences both the credibility of the campaign and the attitude towards the brand. The results provide useful guidelines for marketers in designing their cause-related marketing initiatives.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: European Journal of Management and Business Economics - Volume 25, Issue 3, November 2016, Pages 161-167
Journal: European Journal of Management and Business Economics - Volume 25, Issue 3, November 2016, Pages 161-167
نویسندگان
Iguácel Melero, Teresa Montaner,