Cause Marketing: Spillover Effects of Cause-Related Products in a Product Portfolio.
Aradhna KrishnaUday RajanPublished in: Manag. Sci. (2009)
Keyphrases
- consumer behavior
- product design
- marketing campaigns
- potential customers
- decision making
- long tail
- viral marketing
- customer support
- life cycle
- product information
- product development
- product recommendation
- customer requirements
- product reviews
- market share
- product quality
- sentiment analysis
- customer base
- product descriptions
- social networks
- marketing strategies
- competitive environment
- long term
- consumer products