Work

How Social-Cause Marketing Affects Consumer Perceptions

Year: 2006

Type: preprint

Abstract: The article reports on experimental studies indicating that the research method known as conjoint analysis could be a valuable market research tool to help companies predict which of several alternative affinity marketing or social-cause marketing affiliations would provide the best return on investment. Case histories suggest that companies have been able to use societal marketing to help differentiate their brands from competitors in consumers' minds. Careful experimental research using conjoint analysis is recommended to refine and test ideas for affinity marketing initiatives against one another and against other kinds of marketing initiatives.

Source: SSRN Electronic Journal

Authors: Steve Hoeffler, Paul N. Bloom, Kevin Lane Keller, Carlos E. Basurto Meza

Institutions: Vanderbilt University, Duke University, Dartmouth College, University of Monterrey

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W47617161

Cites:

Cited by: 92

Related to: 10