Praktische implicaties

Het positieve effect van een goede match tussen een commercieel merk en een sociaal merk op de merkattitudes geeft het belang aan van een zorgvuldig gekozen samenwerking tussen beide partijen. Het is voor de merkattitudes ten opzichte van beide merken van belang dat er bij een CRM campagne gekozen wordt voor een sociaal merk waarvan de relevante eigenschappen overeenkomen met het imago of de functionele eigenschappen van het commerciële merk. Mocht er gekozen worden voor een samenwerking vanuit beide merken waarbij sprake is van een slechte match tussen het imago en de eigenschappen van de merken, dan is het van belang om te kiezen voor een negatief frame van de CRM boodschap in plaats van een positief frame. Het presenteren van informatie aan de consument over de negatieve gebeurtenissen die plaats zullen vinden zolang er geen actie ondernomen wordt, bijvoorbeeld sterftecijfers, geniet in dit geval de voorkeur boven het presenteren van informatie aan de consument over de positieve resultaten die te behalen zijn met het ondernemen van actie, bijvoorbeeld overlevingscijfers. Door bij een slechte match de CRM boodschap negatief te framen, kan een positieve houding ten opzichte van het commerciële merk bewerkstelligd worden. Door het effectief toepassen van CRM strategieën kunnen voor beide partijen winsten behaald worden.

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Bijlagen

Bijlage 1: Stimulusmateriaal