Społeczno-ekonomiczne efekty marketingu ważnej sprawy
Socio-Economic Outcomes of Cause-Related Marketing

Summary/Abstract: The objective of article is to present the results of the original research on the causerelated marketing. The research was conducted by experiment, and their objective was to determine the relationship between perceived economic value (PEV) and willingness to buy (WTB) and willingness to pay (WTP) for products with social attribute. Referring to the theory of hierarchy effects of advertising, these studies confirm the important role of social outcomes in achieving the economic outcomes of CrM campaign. Consumers with higher PEV will accept higher prices of cause-related product and will be more willing to buy them than consumer for whom such products have a lower, economic value. As established, a positive impact of perceiving value on WTP and WTB of a socially engaged product will not be strengthened by the demographic profile of consumers.

• Details
• Contents