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

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.



Citation:

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.

Authors

Chun-Tuan Chang, National Sun Yat-sen University, Taiwan
Yu-Kang Lee, National Sun Yat-sen University
Ting-Ting Chen, National Taiwan University



Volume

NA - Advances in Consumer Research Volume 39 | 2011



Share Proceeding

Featured papers

See More

Featured

Exposing the Lie Beneath Hypertext Marketing: Implications for Trademark Violation

Laura R Oswald, Marketing Semiotics

Read More

Featured

A9. I know It’s not real, but I like it!

Junxian Yang, Singapore University of Social Sciences
Yue Wang, Singapore University of Social Sciences
Jufinnie Lim, Singapore University of Social Sciences
Yu-chen Hung, Singapore University of Social Sciences

Read More

Featured

L1. The Effects of Cultural Syndromes on Customers’ Responses to Service Failures: A Perspective-Flexibility-Based Mechanism

Vincent Chi Wong, Lingnan University
Robert Wyer Jr., University of Cincinnati, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.