THE EFFECTS OF FEATURED ADVERTISING AND PACKAGE LABELING ON CAUSE-RELATED MARKETING PRODUCT SUCCESS

摘要

Since American Express first used cause-related marketing (CRM) in 1983 for its campaign to raise funds for the Statue of Liberty's restoration, many companies have used CRM for various "causes" such as breast cancer campaign and childhood diabetes awareness. However, compared to the positive effects of CSR on firm performance, research on the effects of CRM has produced mixed findings. We ascribe the mixed findings to the subjective nature of survey measurement across the various delivery channels of CRM, such as TV advertising, radio advertising, weekly flyers, verbal and visual appeals on packaging. In this study, we examined the differential effects of CRM for two delivery channels in a grocery store chain: product package labeling and featured advertising.