The Hershey Company: Measuring the Impact of Charitable Efforts on Brand Warmth, Competence, and Behavior
April 24, 2012
Ed Martin, marketing excellence and CSR insights director at The Hershey Company, and Chris Malone, director of research at The Relational Capital Group, shared key learnings from a research study that measures positive brand perceptions, purchase intent, and loyalty from charitable marketing programs.
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