The Hershey Company: Measuring the Impact of Charitable Efforts on Brand Warmth, Competence, and Behavior

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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. Research has shown that people respond to brands like they respond to people. Growing evidence suggests that consumers are not actually loyal to brands or companies, but rather to what they know about the people behind them.