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- Title
Cause Marketing: Spillover Effects of Cause-Related Products in a Product Portfolio.
- Authors
Krishna, Aradhna; Rajan, Uday
- Abstract
The article reports on cause-related product marketing. A duopoly research model of competition between firms with two products that are cause-related was used in order to determine which product firms will link to a cause. The benefits of cause marketing to consumers as well as other products in a firm's portfolio is explored through two laboratory experiments as well as a constructed game where firms choose products to place on cause marketing only if the price of the product can be increased.
- Subjects
SOCIAL marketing; MARKETING strategy; COMMERCIAL product marketing; PRICING; EXPERIMENTAL economics; MANAGEMENT science
- Publication
Management Science, 2009, Vol 55, Issue 9, p1469
- ISSN
0025-1909
- Publication type
Article
- DOI
10.1287/mnsc.1090.1043