BMW / McDonald’s Corporation / Anheuser-Busch / Reebok / Harley-Davidson / Shell Oil / British Airways / Whirlpool Corp. / Liz Claiborne / Procter & Gamble / Avon Company / American Express / Ford / Roper / American Airlines / Kraft Foods / Avon Products Inc. / /
Continent
America / /
Country
United States / Canada / /
Currency
pence / USD / /
Event
Product Issues / FDA Phase / Product Recall / /
Facility
Building Brand Awareness Formally / Brand Equity Building / Building Brand Equity Through Corporate Societal Marketing Steve Hoeffler / University of North Carolina / Dartmouth College / CSM Research Propositions CSM Area Building / /
IndustryTerm
extension product / official carrier / brand-building communications / online efforts / closeknit online groups / energy / early detection screening services / advertising campaign / /
Organization
Card / Share Our Strength / Muscular Dystrophy Association / Amos Tuck School of Business / University of North Carolina / United Nations International Children's Emergency Fund / Dartmouth College / Susan G. Komen Breast Cancer Foundation / Komen Foundation / Kenan-Flagler School of Business / /
Person
Card / Robert Eckert / Prince / KEVIN LANE KELLER / Steve Hoeffler / /
Position
ambassadors / market leader / Prince / model / assistant professor / Professor of Marketing / chief executive officer and president / /
Building Brand Equity Through Corporate Societal Marketing Steve Hoeffler and Kevin Lane Keller Marketers have shown increasing interest in the use of corporate societal marketing (CSM) programs. In this article, the aut