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The Effects of Cause-Related Marketing on Company and Brand Attitudes
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- Authors
- Issue Date
- 2005-12
- Citation
- Seoul Journal of Business, Vol.11 No.2, pp. 83-117
- 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 products risk.
- ISSN
- 1226-9816
- Language
- English
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