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The Effects of Cause-Related Marketing on Company and Brand Attitudes

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Authors
Kim, HaeJoo; Kim, JaeIl; Han, WoongHee
Issue Date
2005
Publisher
College of Business Administration (경영대학)
Citation
Seoul Journal of Business Vol11(2): 83~117(2005)
Keywords
company attitudes; cause-related marketing; brand attitudes; corporate credibility; productcause relatedness
Abstract
Cause-related marketing, a practice of strategic philanthropy, has
gained currency among firms seeking both social and economic benefits
simultaneously. Unlike previous findings that have mainly shown the
positive effects of cause-related marketing, this study focuses on when
cause-related marketing efforts can backfire. Corporate credibility
(high/low) and product-cause relatedness (risk related/non-risk
related/unrelated) were manipulated so that participants were
presented with six different cause-related marketing contexts. According
to the results, attitude toward the company was mainly affected by the
level of corporate credibility; participants in the low corporate credibility
condition showed a less favorable company attitude. In addition to the
main effect of corporate credibility, product-cause relatedness determined consumers’ attitude toward the brand; cause-related
marketing adversely affected brand attitude when there was an
association between the cause and the product’s risk.
ISSN
1226-9816
Language
English
URI
http://hdl.handle.net/10371/1836
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College of Business Administration/Business School (경영대학/대학원)Dept. of Business Administration (경영학과)Seoul Journal of BusinessSeoul Journal of Business Volume 11, Number 1/2 (2005)
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