Regular giving can affect how customers view corporate donations, study finds

Customers evaluated companies more favorably when equivalent charitable contributions were presented as regular donations instead of a single annual total in a series of marketing studies. The research, published in the October issue of the Journal of Marketing Research, included two field studies and five online experiments. The authors examined reputation, customer engagement and stated ... Read more The post Regular giving can affect how customers view corporate donations, study finds appeared first on Market Business News.