Who Are You and Why Are You Being Nice?: Investigating the Industry Effect on Consumer Reaction to Corporate Societal Marketing Efforts

Lisa R. Szykman, College of William and Mary
ABSTRACT - Corporations are turning to all forms of corporate societal marketing programs to help build, and in some cases, repair their brand images. Past research suggests that the cause-related marketing programs have both potential dangers and rewards for the firms. This paper investigates how consumers evaluate different types of cause-related marketing efforts in five different industries. The results suggest that the harmful nature of the firm’s products and production methods may influence the consumers’ evaluation of their cause-related marketing efforts.
[ to cite ]:
Lisa R. Szykman (2004) ,"Who Are You and Why Are You Being Nice?: Investigating the Industry Effect on Consumer Reaction to Corporate Societal Marketing Efforts", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 306-313.