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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
2005-12
Publisher
College of Business Administration (경영대학)
Citation
Seoul Journal of Business, Vol.11 No.2, pp. 83-117
Keywords
company attitudescause-related marketingbrand attitudescorporate credibilityproductcause 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 products 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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