Wpływ wysokości darowizny i stopnia dopasowania sprawy na intencje zakupowe w cause-related marketing
Influence of the Donation Level and Product-Cause Fit on Purchase Intentions in the Cause-Related Marketing

Summary/Abstract: Scientists dealing with issues of cause-related marketing are concentrating their attention on the effects of the practice of CRM and their conditions. Important, although to a small extent taken into account components of the research carried out in relation to the Polish market, are the role of the level of donations and product-cause fit. Contrary to expectation, the results of the experiment show that both variables are not factors that differentiate social attitudes towards initiatives of the cause-related marketing, expressed the intention of buying products with the attribute of social cause.

• Details
• Contents