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Academia Divided on CM
It's great to see more academic research emerging on CM, but one must take their findings with a grain of salt.
As with much social science research, the findings can be highly influenced by the authors' points of view.
Take the two most recent studies to hit my desk. Depending on which you consult, communications linking brands and causes are either powerful because they support consumer self-esteem or potentially dangerous because consumers may read too much into them.
In " Social Credit for CSR Purchases Key to Consumers," Professor Aronte Bennett says research shows that " people prefer products that send out highly visible social signals to their relatives, friends and peers regarding their benevolence." Think pink products or the Live Strong bracelet.
In January, we will launch an "Academic News You Can Use" section of the CMF website to help you survey the research yourself. |
| January 21 Teleconference:
Corporate Social Marketing
Corporate social marketing -- programming designed to change behavior to improve community well being -- is strikingly powerful because of the impact it can have on a brand, a cause and society.
Social Marketing Services President Nancy Lee will describe the tenets of effective corporate social marketing in a presentation illustrated with case studies from the many books she has co-authored with Philip Kotler. Learn more and register today
$99 or FREE to CMF Members |
