Cause-related marketing ads in the light of negative news

Sameer Deshpande, Jacqueline C. Hitchon

Research output: Contribution to journalArticlepeer-review


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.

Original languageEnglish (US)
Pages (from-to)905-926
Number of pages22
JournalJournalism and Mass Communication Quarterly
Issue number4
StatePublished - 2002
Externally publishedYes

ASJC Scopus subject areas

  • Communication


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