Product Or Cause?: the Impacts of Product Type and Cause Framing in Cause-Related Marketing Advertising

Chun-Tuan Chang, National Sun Yat-sen University, Taiwan
Yu-Kang Lee, National Sun Yat-sen University
Ting-Ting Chen, National Taiwan University
This research compares two cause-related marketing (CRM) ad execution styles. Moderating effects of product type and type of cause promotion are considered. Findings underscore the importance for marketers to learn more about how visuals work and reveal how practitioners can avoid consumer negative reactions to cause-related ads.
[ to cite ]:
Chun-Tuan Chang, Yu-Kang Lee, and Ting-Ting Chen (2011) ,"Product Or Cause?: the Impacts of Product Type and Cause Framing in Cause-Related Marketing Advertising", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 465-467.