Consumers' willingness to pay based on gender, brand reputation and involvement in cause related marketing

dc.contributor.author	Pinto, R.
dc.contributor.author	Mekoth, N.
dc.date.accessioned	2015-06-23T05:41:20Z
dc.date.available	2015-06-23T05:41:20Z
dc.date.issued	2014
dc.identifier.citation	International Journal of Developments in Trade, Commerce and Business. 1(7); 2014; 53-56	en_US
dc.identifier.uri	http://irgu.unigoa.ac.in/drs/handle/unigoa/3315
dc.description.abstract	The study attempts to identify whether there exists significant difference in consumers' behaviour in terms of WTP for high and low involvement products associated with a cause, and whether reputation of the brand would matter in CRM. Although there did exist differences, the differences were not statistically significant. However consumers did express their WTP more for the cause irrespective of involvement and reputation of the brand.	en_US
dc.subject	Management Studies	en_US
dc.title	Consumers' willingness to pay based on gender, brand reputation and involvement in cause related marketing	en_US
dc.type	Journal article	en_US