CAUSE-RELATED MARKETING – WPŁYW TYPU PRODUKTU I STOPNIA DOPASOWANIA SPRAWY SPOŁECZNEJ DO PRODUKTU NA INTENCJE ZAKUPOWE
CAUSE-RELATED MARKETING − INFLUENCE OF THE PRODUCT TYPE AND PRODUCT-CAUSE FIT ON PURCHASE INTENTIONS

Summary/Abstract: In the article are present the results of study focused on an assessment of public attitudes to the cause-related marketing campaign, where the money is transferred to a charity every time as consumer purchases a product. The results of the experiment show that the purchase intentions of CRM products are not being determined with the product type nor product-cause fit. However a thesis that the altruistic stimulus will be more effective in stimulating the shopping than the price reduction and a cash discount (financial incentives) are gaining the support, when the product with hedonistic values will be offered.

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