TY - JOUR
T1 - Cause-related marketing ads in the light of negative news
AU - Deshpande, Sameer
AU - Hitchon, Jacqueline C.
PY - 2002
Y1 - 2002
N2 - 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.
AB - 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.
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U2 - 10.1177/107769900207900409
DO - 10.1177/107769900207900409
M3 - Article
AN - SCOPUS:0038643333
SN - 1077-6990
VL - 79
SP - 905
EP - 926
JO - Journalism and Mass Communication Quarterly
JF - Journalism and Mass Communication Quarterly
IS - 4
ER -