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<p>Cause-related marketing (CRM) has become an increasingly prevalent strategy used by both for-profit and nonprofit organizations to engage customers. This study examines how businesses leverage price manipulation—specifically the use of 99-ending prices—within CRM campaigns to influence purchase intentions in both hedonic and utilitarian consumption contexts. Through multiple studies, the findings reveal that pairing 99-ending prices with CRM initiatives significantly boosts consumer purchase intentions while alleviating consumer guilt, regardless of the specific guilt domain. Moreover, these effects are more pronounced in hedonic consumption scenarios compared to utilitarian ones. This research contributes to the growing body of CRM literature by offering actionable insights for businesses, particularly those marketing hedonic products, on how to design more effective promotional campaigns that enhance customer engagement.</p>

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Right-digit effects and product type: the case for cause-related marketing

  • 期刊论文

  • 发表日期：

    2025年2月22日

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  • Mazen Jaber,
  • Kylie Jaber,
  • Chatdanai Pongpatipat

摘要

Cause-related marketing (CRM) has become an increasingly prevalent strategy used by both for-profit and nonprofit organizations to engage customers. This study examines how businesses leverage price manipulation—specifically the use of 99-ending prices—within CRM campaigns to influence purchase intentions in both hedonic and utilitarian consumption contexts. Through multiple studies, the findings reveal that pairing 99-ending prices with CRM initiatives significantly boosts consumer purchase intentions while alleviating consumer guilt, regardless of the specific guilt domain. Moreover, these effects are more pronounced in hedonic consumption scenarios compared to utilitarian ones. This research contributes to the growing body of CRM literature by offering actionable insights for businesses, particularly those marketing hedonic products, on how to design more effective promotional campaigns that enhance customer engagement.