Doing Well While Doing Good. Linking A Social Cause To Product Promotions: Why It Works And How To Make It More Effective
By: Ty Henderson and Neeraj Arora
References
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- Neeraj Arora and Ty Henderson (2007), “Embedded Premium Promotion: Why it Works and How to Make it More Effective,” Marketing Science, Vol. 26, Number 4, pp. 514 - 531.
- Porter, Michael E. and Mark R. Kramer (2002), “The competitive advantage of corporate philanthropy,” Harvard Business Review 80 (12), pp. 56 - 68.
- Strahilevitz, Michal (1999), “The effects of product type and donation magnitude on willingness to pay more for a charity-linked brand,” Journal of Consumer Psychology, 8 (3), pp. 215 - 241.
DOI: https://doi.org/10.2478/gfkmir-2014-0066 | Journal eISSN: 2628-166X (formerly 1865-5866)
Language: English
Page range: 8 - 15
Published on: Jul 19, 2014
Published by: Nuremberg Institute for Market Decisions
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year
Related subjects:
© 2014 Ty Henderson, Neeraj Arora, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.