Cause-Related Marketing ads in the light of negative news

被引：28
|
作者：
Deshpande, S [1 ]
Hitchon, JC [1 ]
机构：
[1] Univ Wisconsin, Madison, WI 53706 USA
来源：
JOURNALISM & MASS COMMUNICATION QUARTERLY | 2002年 / 79卷 / 04期
关键词：
D O I：
10.1177/107769900207900409
中图分类号：
G2 [信息与知识传播];
学科分类号：
05 ; 0503 ;
摘要：
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.
引用
收藏
页码：905 / 926
页数：22
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