Cause-Related Marketing

Antecedents of Consumer Perceptions of “Good” Corporate Behavior (with Nora J. Rifon), International Conference of Corporate Accountability (2007)

Over $1 billion in corporate donations were based on alliances with a social cause in...

 

Advice for Vice Industries: The Case of Stigmatized Products in Cause-Brand Alliances (with Smeeta Bhattacharya, Sejung Marina Choi, and Nora J. Rifon), American Academy of Advertising (2006)

An established antecedent of positive consumer response to a cause-brand alliance is the compatibility, often...

 

OpenURL

Congruence Effects in Sponsorship: The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor Motive (with Nora J. Rifon, Sejung Marina Choi, and Hairong Li), Journal of Advertising (2006)
 

OpenURL

Consumer Perceptions of Compatibility in Cause-Related Marketing Messages (with Nora J. Rifon), International Journal of Nonprofit and Voluntary Sector Marketing (2006)

Consumers respond more positively to marketing efforts, like celebrity endorsements and sponsorships, when the image...

 

Advertising Information

Blog Advertising in Japan and the U.S.: Strategic Issues and Cases (with Mariko Morimoto), American Academy of Advertising (2007)
 

OpenURL

Information Content in Magazine, Television and Web Advertising: A Comparison and Update (with Sejung Marina Choi, Nora J. Rifon, and Bonnie B. Reece), Marketing Management Journal (2006)

Reflecting the recent changes in the advertising environment such as the Web that has emerged...

 

Sample Syllabi

PDF

Consumer Behavior sample syllabus (2008)
 

PDF

Marketing and Social Responsibility sample syllabus (2008)
 

PDF

Principles of Marketing sample syllabus (2008)
 

Interdisciplinary Work

Clarifying Family Medical Leave Coverage: Sorting Through the Details of Employee Grievance Claims, (with William J. Walsh), Midwest Business Administration Association (2008)

The Family Medical Leave Act provides an entitlement for leave to deal with needs due...