Heath McCullough
University of Tennessee
Profitability indexBusinessProfit impact of marketing strategyMarketingOffensiveBrand equityCause marketingMultilevel modelCustomer profitabilityGeneral partnership
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#1Michel Ballings (UT: University of Tennessee)H-Index: 11
#2Heath McCullough (UT: University of Tennessee)H-Index: 1
Last. Neeraj Bharadwaj (UT: University of Tennessee)H-Index: 12
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This research marks the first attempt to investigate the cause marketing–customer profitability relationship, and to assess whether features can moderate the influence of cause marketing (CM) on customer profitability for a focal brand and its main rival. We obtain a panel dataset on 7257 customers to evaluate the Yoplait–Susan G. Komen partnership. On a propensity score matched sample, we estimate a multilevel model and find that Yoplait’s CM initiative positively influences Yoplait’s customer ...
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