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

页码：905 / 926

页数：22

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