Cause-Related Marketing Ads in the Light of Negative News-Reference-Cited by-同舟云学术

Cause-Related Marketing Ads in the Light of Negative News

Published:2002-12 Issue:4 Volume:79 Page:905-926
ISSN:1077-6990
Container-title:Journalism & Mass Communication Quarterly
language:en
Short-container-title:Journalism & Mass Communication Quarterly

Author:

Deshpande Sameer¹,Hitchon Jacqueline C.¹

Affiliation:

1. University of Wisconsin-Madison

Abstract

This experimental study tested Cause-Related Marketing (CRM) ads in the context of Benoit's Image Restoration Theory. The effects of three kinds of ads on the image of a brand and a nonprofit organization (NPO) after the release of an unfavorable news story were compared: brand ads, PSAs, and CRM ads. CRM ads produced more favorable responses than brand ads prior to scandal, but lost their advantage in the light of negative news.

Publisher

SAGE Publications

Subject

Communication

Link

http://journals.sagepub.com/doi/pdf/10.1177/107769900207900409

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