Consumer Responses to Corporate Social Responsibility (CSR) Initiatives: Examining the Role of Brand-Cause Fit in Cause-Related Marketing

Through a controlled experiment, this study demonstrates that an ad with an embedded cause-related marketing (CRM) message, compared with a similar one without a CRM message, elicits more favorable consumer attitude toward the company. This is so regardless of the level of fit between the sponsoring...

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Bibliographic Details
Published in:	Journal of advertising 2007-06, Vol.36 (2), p.63-74
Main Authors:	Nan, Xiaoli, Heo, Kwangjun
Format:	Article
Language:	English
Subjects:	Advertising Advertising campaigns Attitudes Brand image Brands Business communications Business studies Cause marketing Consciousness Consumer attitudes Consumer behavior Consumer behaviour Consumer research Consumers Corporate social responsibility Marketing Marketing research Nonprofit organizations Orange juice Social aspects Social response Social responsibility Sponsorship Studies Traffic safety
Citations:	Items that this one cites Items that cite this one
Online Access:	Get full text
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