Cause-related marketing ads in the light of negative news

From: Journalism and Mass Communication Quarterly | Date: January 1, 2002| Author: | Copyright information

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 ofa 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 advan tage in the light of negative news.

The trend among businesses to link themselves with specific issues has gained momentum. As early as 1983, American Express launched a campaign enabling consumers to ...

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