Leveraging customer information to develop sequential communication strategies: A case study of charitable-giving behavior

James W. Peltier*, John A. Schibrowsky, Don E. Schultz

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

25 Scopus citations

Abstract

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.

Original languageEnglish (US)
Pages (from-to)23-33
Number of pages11
JournalJournal of Advertising Research
Volume42
Issue number4
DOIs
StatePublished - 2002

ASJC Scopus subject areas

  • Communication
  • Marketing

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