Who Are You and Why Are You Being Nice?: Investigating the Industry Effect on Consumer Reaction to Corporate Societal Marketing Efforts
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 firms products and production methods may influence the consumers evaluation of their cause-related marketing efforts.
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.
Lisa R. Szykman, College of William and Mary
NA - Advances in Consumer Research Volume 31 | 2004
Portals of Transformation In Consumer Experiences
Linda L Price, University of Oregon, USA
Basil Arnould Price, York University, UK
E5. Volunteer Motivations for Direct versus Indirect Service
Abigail Schneider, Regis University
Eric Hamerman, Iona College
Burnishing Prosocial Image to Self vs. Others
Minah Jung, New York University, USA
Silvia Saccardo, Carnegie Mellon University, USA
Ayelet Gneezy, University of California San Diego, USA
Leif D. Nelson, University of California Berkeley, USA