The effectiveness of advertising that leverages sponsorship and cause-related marketing: a contingency model

Chingching Chang

This paper shows that consumers are more likely to have ambivalent attitudes towards cause-related marketing (CRM) than sponsorship.

The effectiveness of advertising that leverages sponsorship and cause-related marketing: a contingency model

Chingching Chang

National Chengchi University

Introduction

As more businesses evince an interest in social responsibility (Drumwright 1996), marketing communication tactics that associate companies with social responsibility are gaining in popularity. Among such tactics are sponsorship and cause-related marketing (CRM) strategies (Polonsky & Speed 2001), both of which have enjoyed remarkable success (e.g. Cornwell & Maignan 1998; Barone et al.2000). Their increasing importance is clearly illustrated by the significant growth in expenditures on these strategies globally in recent years (Ptacek & Salazar 1997; Meenaghan 2001a; Meenaghan...

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