Cause marketing and customer profitability
Volume: 46, Issue: 2, Pages: 234 - 251
Published: Dec 5, 2017
Abstract
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...
Paper Details
Title
Cause marketing and customer profitability
Published Date
Dec 5, 2017
Volume
46
Issue
2
Pages
234 - 251
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