When will price increases associated with company donations to charity be perceived as fair

Volume: 44, Issue: 5, Pages: 608 - 626
Published: Sep 1, 2016
Abstract
When implementing cause-related marketing campaigns, companies sometimes increase prices to partially cover some of the costs of the campaign. However, our knowledge regarding the conditions under which consumers perceive these increases as fair and are willing to bear some of the costs is lacking. Using a framework based on attribution theory principles, we show in four studies that the company donation amount positively affects consumers’...
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Title
When will price increases associated with company donations to charity be perceived as fair
Published Date
Sep 1, 2016
Volume
44
Issue
5
Pages
608 - 626
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