Cause-related marketing − influence of the product type and product-cause fit on purchase intentions

Cause-related marketing: An experimental study about how the product type and the perceived fit may influence the consumer response

Although previous cause-relatedmarketing 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. hedo...

Cause Marketing: Spillover Effects of Cause-Related Products in a Product Portfolio

T number of firms carrying a cause-related product has significantly increased in recent years. We consider a duopoly model of competition between firms in two products to determine which products a firm will link to a cause. We first test the behavioral underpinnings of our model in two laboratory experiments to demonstrate the existence of both a direct utility benefit to consumers from cause...

How online social ties and product-related risks influence purchase intentions: A Facebook experiment

Identify and Evaluate the Components of Cause-Related Marketing in the Insurance Industry

Background: Benevolent marketing is one of the new and ethical strategies of marketing businesses to create special value for the customer, according to which a direct relationship between selling the product and helping the business to a charity or charity is defined and promoted to fulfill responsibility. Becomes corporate social. The main purpose of this article is to identify and rank benev...

Impact of Rectangular Product Shapes on Purchase Intentions

Package design has long been of interest to researchers since it is known to have an extrinsic impact on visual 'attention grabbing' (Pieters and Warlop, 1999) and perception of quality and quantity. A unique package for a product (shape, color and materials) gives marketers a definite advantage in the market place (Sherwood, 1999). It has been noted that brands often differentiate themselves b...