TY - JOUR
T1 - Leveraging customer information to develop sequential communication strategies
T2 - A case study of charitable-giving behavior
AU - Peltier, James W.
AU - Schibrowsky, John A.
AU - Schultz, Don E.
PY - 2002
Y1 - 2002
N2 - In this paper we develop a comprehensive model that integrates attitudinal, motivational, and psychographical data from customers and combines that with behavioral data to determine the overall impact on interactive relationships. We investigate the sequential or multi-staged nature of the relationship-building process and how these stages impact relationship loyalty. By doing so, longitudinal communication strategies can be developed that help move prospects through the decision process, culminating in long-term loyalty to the organization and/or social cause. Marketing as a discipline has long been criticized for its focus on enhancing corporate rather than consumer welfare. Our model is constructed and tested in a university/alumni giving setting.
AB - In this paper we develop a comprehensive model that integrates attitudinal, motivational, and psychographical data from customers and combines that with behavioral data to determine the overall impact on interactive relationships. We investigate the sequential or multi-staged nature of the relationship-building process and how these stages impact relationship loyalty. By doing so, longitudinal communication strategies can be developed that help move prospects through the decision process, culminating in long-term loyalty to the organization and/or social cause. Marketing as a discipline has long been criticized for its focus on enhancing corporate rather than consumer welfare. Our model is constructed and tested in a university/alumni giving setting.
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U2 - 10.2501/jar-42-4-23-41
DO - 10.2501/jar-42-4-23-41
M3 - Article
AN - SCOPUS:22144481550
SN - 0021-8499
VL - 42
SP - 23
EP - 33
JO - Journal of Advertising Research
JF - Journal of Advertising Research
IS - 4
ER -