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Understanding and valuing corporate societal marketing initiatives

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Academic year: 2020

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Figure

Table  14  ( continued)  Hershey's  Attributes  Measure  HF-5  LF-5  HF-C  Sponsorship  PW  0.102  -0.061  0.08:1  RI  10.64%  -9.04%  6.88%  Price  PW  0.374  0.340  0.442  RI  39.00%  50.22%  36.5"1%  Overall Preference:
Figure  1 O ( continued)  Te cate  part-worths  0.25,  0.2  ~  0.15  0.1  0.05  e  o  ca  CD  HF-S  LF-S  HF-C ::E  -0.05  -0.1  -0.15  -0.2  -0.25  -0.3  Typa  of sponsorship  LALA Part-worths  0.35  0.3  0.25  0.2  0.15  e  0.1  ca  CD  ::E  0.05  o  -0.

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