THE EFFECT OF PROVOCATION IN THE FORM OF MILD EROTICA ON ATTITUDE TO THE AD AND CORPORATE IMAGE : Differences Between Cause-Related and Product-Based Advertising

The Impact of Corporate Volunteering on CSR Image: A Consumer Perspective

“…At the beginning of the survey, respondents were asked to indicate their perceptions regarding Vodafone. Existing scales were adapted for this study, including measures of values-driven and stakeholder-driven attributions (Ellen et al, 2006), affective and cognitive loyalty (Harris and Goode, 2004), CSR image (Dean, 2003), firm image (Pope, Voges and Brown, 2004), as well as perceived value of CSR (Walker and Kent, 2009 To ensure reliability and validity of multi-item constructs, one-factor congeneric measurement models were tested using AMOS 19 prior to the evaluation of a comprehensive measurement model (χ² (1) = 279.011, df=120, p = .002, GFI=.92; AGFI=.88, CFI = .98, NFI = .96, RMSEA = .06). All variables show Cronbach's alphas of at least 0.93 as well as high composite reliability scores (Fornell and Larcker, 1981), demonstrating reliability.…”

Controversial Advert Perceptions in SNS Advertising: The Role of Ethical Judgement and Religious Commitment

“…For example, this is in the case where the product advertised is perceived to be 'sexual' in nature (but not controversial) and, hence, congruent with the theme of the advert (Boddewyn and Kunz, 1991;Grazer and Keesling, 1995;Pope, Voges and Brown, 2004;Waller, 2004). Hence, controversy may occur at different levels (e.g., low to high), with previous research suggesting that even moderate levels of controversy increase the likelihood of generating consumer buzz and reaction (Chen and Berger, 2013).…”

“…In an advertising environment characterised by consumers with low motivation for processing messages and increased advertising clutter, controversial advertising has become a common way for advertisers to draw attention to their brands and products/services (Prendergast, Ho and Phau, 2002;Pope, Voges and Brown, 2004). Adverts perceived as controversial involve images, themes and slogans, which are meant to purposely evoke feelings of shame, disgust, resentment, anger or indignation (Waller, 2006).…”

“…Authors argue about the benefits of shaping controversial advert perceptions (i.e., increased attention, brand awareness and recall, free media coverage) (e.g., Fordand, LaTour, 1993;Dahl, Frankenberger and Manchanda, 2003;Pope, Voges and Brown, 2004;Waller, 2006).…”

“…Controversial advertising can also include the advertising of 'taboo' or offensive products, such as cigarettes, alcohol or condoms (Phau and Prendergast, 2001;Waller, 2004). The debate over the merits of controversial advertising is still open and even though controversial advert campaigns are infrequently successful and most often cause negative associations with the brand (Berger, 2001), such adverts are still largely used by advertisers for varied products and services (e.g., Pope, Voges and Brown, 2004;Waller, 2006). For example, one facet of controversial advertising that has been utilised by far the most, and which has led to complaints, is that of sexual images (Waller, 2006).…”