Cause marketing and customer profitability
| Autor: | Michel Ballings, Heath McCullough, Neeraj Bharadwaj |
|---|---|
| Rok vydání: | 2017 |
| Předmět: |
Marketing
Cause marketing Economics and Econometrics business.industry Customer profitability 05 social sciences Multilevel model Profit impact of marketing strategy Marketing strategy General partnership 0502 economics and business 050211 marketing Profitability index Brand equity Business and International Management business 050203 business & management |
| Zdroj: | Journal of the Academy of Marketing Science. 46:234-251 |
| ISSN: | 1552-7824 0092-0703 |
| DOI: | 10.1007/s11747-017-0571-4 |
| Popis: | 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 profitability (2.70%), along with a deleterious effect on Dannon’s customer profitability (−13.31%). These findings are theoretically meaningful and pragmatically useful as they: (1) provide behavioral evidence of CM’s profit impact, (2) establish CM as an “offensive” strategy that cultivates the rival’s customers, (3) suggest features can amplify the effect of CM on the focal brand’s customer profitability, and (4) support that managers can add CM to their strategic marketing arsenal as an instrument to strengthen brand equity. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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