The integration of philanthropy into corporate advertising and sales promotion campaigns is becoming a popular persuasion tactic. Companies are now using product advertising to portray themselves as benefactors of charities and social causes. The underlying marketing premise is that a firm can...

Examines the consumer′s role in the proliferation of product counterfeiting. Describes a demand‐side orientation to the counterfeiting problem and discusses results from a field experiment examining consumers′ willingness to select a counterfeit apparel item knowingly. Indicates that a...

Considers the differences between consumer perceptions of onmonetary promotions such as free extra product and monetary promotions such as discounts and rebates. Reports on an experiment which found that monetary promotions did not have to be as large as onmonetary promotions to be noticed by...

Purpose – The goal of this paper is to understand the relationship between advertising spending and the volume and valence of publicity, and assessments of corporate brands (opinion, value and reputation). Design/methodology/approach – Two studies examine major multi‐national companies as...

Negativity in marketing communication is a dangerous phenomenon that is the antithesis of the goal of public relations and advertising. Despite its increased prominence in the marketplace, the literature has barely given notice to negative communications. This article presents a series of four...