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政大典藏 > College of Communication > Department of Advertising > Periodical Articles > Item 140.119/40177

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/40177

Title:	The effectiveness of advertising that leverages sponsorship and cause-related marketing: A contingency model
Authors:	張卿卿 Chang, Chingching
Contributors:	國立政治大學廣告學系
Date:	2012-04
Issue Date:	2010-05-31 13:42:01 (UTC+8)
Abstract:	This paper shows that consumers are more likely to have ambivalent attitudes towards cause-related marketing (CRM) than sponsorship. Whereas consumers share similar positive perceptions of CRM and sponsorship, and attribute the motives behind them to altruism, their negative perceptions and attributions of CRM are more accessible than those of sponsorships. On the basis of these differences, this article proposes a contingency model in which suppressing the activation of CRM’s negative perceptions enhances the effectiveness of advertising that leverages CRM. The effectiveness of advertising that leverages corporate sponsorship, which is not associated with ambivalent perceptions, is less subject to the suppression of negative perceptions. The model includes two contingent factors, an individual difference factor and a situational factor. The results generally support the proposed model; the effectiveness of ads leveraging CRM improves when negative associations of CRM are less likely to be activated.
Relation:	International Journal of Advertising, 31(2), 317-338
Data Type:	article
DOI link:	http://dx.doi.org/10.2501/IJA-31-2-317-337
DOI:	10.2501/IJA-31-2-317-337
Appears in Collections:	[Department of Advertising] Periodical Articles

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