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How Social-Cause Marketing Affects Consumer Perceptions - A market research technique called conjoint analysis can help managers predict what kind of affinity marketing program is likely to offer the best return on investment for their brand.

Bloom, Paul N.; Hoeffler, Steve; Keller, Kevin Lane; … - In: MIT sloan management review 47 (2006) 2, pp. 49-55

Persistent link: https://www.econbiz.de/10006228676

The Power of the Branded Differentiator - At a time when competitive factors have weakened the power of many storied brands, companies can regain an advantage by acquiring or developing a branded feature, service, program or ingredient. As examples, the author cites Westin Hotels, Krispy Kreme, UPS Supply Chain Solutions and many others.

Aaker, David - In: MIT sloan management review 45 (2003) 1, pp. 83-92

Persistent link: https://www.econbiz.de/10006251949

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