Relationship Segmentation: Analyzing Donor Behavior For a Public Good

Consumer perceptions are the building blocks of relationships. The purpose of this research is to refocus customer relationship theory on the fundamental issue of how people relate to products, product categories and companies. Means-end theory is adopted to uncover the purposive, goal-driven meanings that constitute consumer relationships. We develop a framework that recognizes the dynamic interplay between consumer perceptions and the forces that drive relationship creation, growth, maintenance and decline. The key concepts are illustrated in a study of donor relationship patterns for a public good, specifically public television.


Michael Mulvey and Charles Gengler (2007) ,"Relationship Segmentation: Analyzing Donor Behavior For a Public Good", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 285-287.


Michael Mulvey, University of Ottawa, Canada
Charles Gengler, Baruch College, CUNY, USA


E - European Advances in Consumer Research Volume 8 | 2007

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