The DOI matches its Crossref record; 6 of the 6 references it cites were found in a registry or an index.
Company Advertising with a Social Dimension: The Role of Noneconomic Criteria
Abstract
The author examines company advertising campaigns with social dimensions and compares them to matched standard, or nonsocial, campaigns. The author investigates the managers’ objectives for the campaigns with social dimensions, examines the processes creating them, and develops a model for explaining success factors. Most campaigns have mixed objectives, both economic and social, which have many implications. Although these campaigns are not particularly effective in achieving traditional economic objectives, such as increasing sales, they are highly effective in achieving company-oriented objectives, such as motivating the work force or communicating the essence of the company's mission. Drawing on research and theory related to organizational identification, the author discusses causal mechanisms underlying social campaigns’ effectiveness with company-oriented objectives and presents directions for further research. Ethical considerations and managerial implications are discussed, as well.
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Cites
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Cited by
Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility
Sen, S., & Bhattacharya, C. B. (2001) · Journal of Marketing Research · doi:10.1509/jmkr.38.2.225.18838 · Cited by 4,659
Corporate Social Responsibility, Customer Satisfaction, and Market Value
Luo, X., & Bhattacharya, C. B. (2006) · Journal of Marketing · doi:10.1509/jmkg.70.4.001 · Cited by 3,439
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Corporate Social Responsibility and Marketing: An Integrative Framework
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Building Corporate Associations: Consumer Attributions for Corporate Socially Responsible Programs
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When Is Honesty the Best Policy? The Effect of Stated Company Intent on Consumer Skepticism
Foreh, M. R., & Grier, S. (2003) · Journal of Consumer Psychology · doi:10.1207/s15327663jcp1303_15 · Cited by 1,003
Luo, X., & Bhattacharya, C. B. (2009) · Journal of Marketing · doi:10.1509/jmkg.73.6.198 · Cited by 962
Charitable programs and the retailer: do they mix?
Ellen, P. S., Mohr, L. A., & Webb, D. J. (2000) · Journal of Retailing · doi:10.1016/s0022-4359(00)00032-4 · Cited by 809
Alcañiz, E. B., Cáceres, R. C., & Pérez, R. C. (2010) · Journal of Business Ethics · doi:10.1007/s10551-010-0461-x · Cited by 291
Constructing a Corporate Social Responsibility Reputation Using Corporate Image Advertising
Pomering, A., & Johnson, L. W. (2009) · Australasian Marketing Journal · doi:10.1016/j.ausmj.2009.05.006 · Cited by 144
Fieldwork and data collection in qualitative marketing research
Alam, I. (2005) · Qualitative Market Research: An International Journal · doi:10.1108/13522750510575462 · Cited by 127
The Well(s) of Knowledge: The Decoding of Sustainability Claims in the UK and in Greece
Alevizou, P., Oates, C., & McDonald, S. (2015) · Sustainability · doi:10.3390/su7078729 · Cited by 23
Metadata
- Authors
- Drumwright, M. E.
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 1996-10
- Volume
- 60
- Issue
- 4
- Pages
- 71-87
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W2335180684
- Cited by
- 689
- References
- 6
- FWCI
- 17.77
- Type
- journal article
- Language
- en
- Open access
- closed
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