Integrating public service and marketing differentiation: An analysis of the American Express Corporation's "Charge Against Hunger" promotion program

Service Business

Volumn 1, Issue 4, 2007, Pages 275-293

  Nelson, Richard Alan ^a   Kanso, Ali M ^b   Levitt, Steven R ^b  

^a LOUISIANA STATE UNIVERSITY   (United States)

^b UNIVERSITY OF TEXAS AT SAN ANTONIO   (United States)

Author keywords

American Express (AMEX); Cause branding; Cause related marketing; Corporate philanthropy; Corporate social responsibility; Marketing communications; Promotion management; Publicrelations; Social marketing; Strategic partnerships

Indexed keywords

EID: 35448991574     PISSN: 18628516     EISSN: 18628508     Source Type: Journal    
DOI: 10.1007/s11628-006-0013-8     Document Type: Article

References (59)

1. Adkins S (1999) Cause related marketing. Butterworth-Heinemann/Reed Educational and Professional Publishing Ltd, Oxford
2. American Express (2006a) Giving back. New York, retrieved August 15, 2006 from http://www.home3.americanexpress.com/corp/giving_back.asp
3. American Express (2006b) Our history; becoming American Express: 150+ years of reinvention and customer service. New York, retrieved August 15, 2006 from http://www.home3.americanexpress.com/corp/os/history.asp
4. American Express' Charge Against Hunger (1995) Utne Reader, issue 67, 149
5. Amex to end Charge Against Hunger program (1997) American Express says it will still support Share Our Strength, despite decision. Nation's Restaur News 31(28):166
6. Andreasen AR (1996) Profits for nonprofits: Find a corporate partner. Harv Bus Rev 74(6):47-50, 55-59
7. Azer A (Jeffrey) (2002) The ethics of corporate responsibility: management trend of the new millennium? Public policy fellow report. The Sheldon M. Chumir Foundation for Ethics in Leadership, Calgary, Alberta, Canada. Retrieved November 2, 2006 from http://www.chumirethicsfoundation.ca/downloads/publicpolicyfellows/ azeralison/azeralison1.rtf
8. Barone MJ, Miyazaki AD, Taylor KA (2000) The influence of cause-related marketing on consumer choice: Does one good turn deserve another? J Acad Mark Sci 28(2):248-262
9. Bednall DHB, Walker I, Curl D, LeRoy H (2001) Business support approaches for charities and other nonprofits. Intl J Nonprofit Volunt Sect Mark 6(2):172-187
10. Camillus JC (2002) Linking strategic vision and managerial action: A framework and techniques for strategy implementation. A research study funded by the Forbes Funds. Katz Graduate School of Business, University of Pittsburgh, Pittsburgh. Retrieved October 5, 2006 from http://www.forbesfunds.org/docs/CamillusFullReport_03.pdf
11. Cause Marketing Forum (2006) The growth of cause marketing. Rye, NY, retrieved October 15, 2006 from http://www.causemarketingforum.com/ page.asp?ID=188
12. Cone CL (2000) Cause branding in the 21st century. Public service report newsletter. Retrieved November 2, 2006 from http://www.psaresearch.com/ causebranding.html and http://www.independentsector.org/mission_market/ cone.htm
13. Cone CL, Feldman MA, DaSilva AT (2003) Causes and effects. Harv Bus Rev 81(7):95-101
14. Cone Inc (2004) Multi-year study finds 21% increase in Americans who say corporate support of social issues is important in building trust. Press release, Boston, MA, retrieved November 1, 2006 from http://www.coneinc.com/Pages/pr_30.html
15. Cone Inc (2006) Adding dimensionality, relevancy and emotionality to a brand. Boston: Retrieved October 30, 2006 from http://www.coneinc.com/ Pages/cause_brand.html
16. Cone/Roper (1999) 1999 Cone/Roper cause trends report: The evolution of cause branding. Cone Communications, Boston
17. Crane A (2001) Unpacking the ethical product. J Bus Ethics 30(4):361-373
18. Crane A, Desmond J (2002) Societal marketing and morality. Eur J Mark 36(5/6):548-569
19. Dees JG, Anderson BB (2003) Sector-bending: Blurring lines between nonprofit and for-profit. Society 40(4):16-27
20. DiGiacomo G (2002) Case study: Healthy workplace programs at American Express Canada. Canadian Labour and Business Centre, Ottawa. Retrieved August 15, 2006 from http://www.clbc.ca/files/CaseStudies/CNAC2002_e.pdf
21. Drumwright ME (1996) Company advertising with a social dimension: The role of noneconomic criteria. J Mark 60(4):71-87
22. Ellen PS, Webb DJ, Mohr LA (2006) Building corporate associations: consumer attributions for corporate socially responsible programs. J Acad Mark Sci 34(2):147-157
23. Environics International Ltd. (2000) The Millennium Poll on corporate social responsibility. Author, Toronto
24. Environics International Ltd. (2001) Corporate social responsibility monitor 2001 (executive briefing). Author, Toronto
25. Googins BK, Rochlin SA (2000) Creating the partnership society: understanding the rhetoric and reality of cross-sectoral partnerships. Bus Soc Rev 105(1):127-144
26. Grier S, Culp C, Stivers C (1997a) Share Our Strength and American Express: Developing marketing alliances (a) Taste of the Nation. Stanford University Graduate School of Business, M-289A, Stanford
27. Grier S, Culp C, Stivers C (1997b) Share Our Strength and American Express: Developing marketing alliances (b). Stanford University Graduate School of Business, M-289B, Stanford
28. Gupta S, Pirsch J (2006a) The company-cause-customer fit decision in cause-related marketing. J Consum Mark 23(6):314-326
29. Gupta S, Pirsch J (2006b) A taxonomy of cause-related marketing research: Current findings and future research directions. J Nonprofit Public Sect Mark 15(1/2):25-43
30. Hoeffler S, Keller KL (2002) Building brand equity through corporate societal marketing. J Public Policy Mark 21(1):78-89
31. IEG Sponsorship Report (2005) '06 Outlook: Sponsorship growth back to double digits, Chicago
32. IEG Sponsorship Report (2006) Smart causes make a policy of refreshing sponsorship guidelines. Chicago
33. Kanso A (2002) Charge against hunger: American Express's public relations campaign to encourage credit-card usage. Bus Res Yearb: Glob Bus Perspect 9:693-697
34. Keller KL, Aaker DA (1998) The impact of corporate marketing on a company's brand extensions. Corp Reput Rev 1(4):356-378
35. Kelley CL, Kowalczyk TK (2003) Cause marketing: Opportunities for assisting exempt organizations and sponsors. CPA J, retrieved November 2, 2006 from http://www.nysscpa.org/cpajournal/2003/0203/nv/nv7.htm
36. Kim JK (2005) Consumer skepticism and ad credibility in cause-related marketing: The impact of donation size claim type and corporate social responsibility. Unpublished study prepared for ADV 392 Proseminar in Promotional Communications, Fall 2005, Professor John D. Leckenby, University of Texas at Austin. Retrieved November 7, 2006 from http://www.ciadvertising.org/sa/fall_05/adv392/yeojungi/final.pdf and http://www.ciadvertising.org/sa/fall_05/adv392/yeojungi/index.htm
37. Kugelman S (2002) Conversations on communication. New Century Philanthr 3(2):1, 5
38. Lazarus S (2002) Conversations on communication. New Century Philanthr 3(2):1, 5
39. Marconi J (2002) Cause marketing: Build your image and bottom line through socially responsible partnerships, programs, and events. Dearborn Trade Publishing, a Kaplan Professional Company, Chicago
40. McAlister DT, Ferrell L (2002) The role of strategic philanthropy in marketing strategy. Eur J Mark 36(5/6):689-705
41. Melillo W (2006) The greed for goodwill. Adweek 47(11):14-15, 18
42. Mizerski D, Mizerski K, Sadler O (2001) A field experiment comparing the effectiveness of "ambush" and cause related ad appeals for social marketing causes. J Nonprofit Public Sect Mark 9(4):25-45
43. O'Brien CG (2004) Building a case for the unfamiliar cause in cause-related marketing: The importance of cause vested interest. Master's Thesis, Department of Mass Communications, University of South Florida, Miami. Retrieved August 15, 2006 from http://www.purl.fcla.edu/fcla/etd/SFE0000478
44. Olsen GD, Pracejus JW, Brown NR (2003) When profit equals price: consumer confusion about donation amounts in cause-related marketing. J Public Policy Mark 22(2):170-180
45. Pracejus JW, Olsen GD (2004) The role of brand/cause fit in the effectiveness of cause-related marketing campaigns. J Bus Res 57(6):635-640
46. Pracejus JW, Olsen GD, Brown NR (2004) On the prevalence and impact of vague quantifiers in cause-related marketing. J Advert 32(4):19-28
47. Pringle H, Thompson M (1999) Brand spirit: How cause related marketing builds brands. Wiley, West Sussex, England, New York
48. Sagawa S, Segal E (2000) Common interest, common good: Creating value through business and social sector partnerships. Harvard Business Press, Boston. See also their condensed article of the same title in Calif Manage Rev 42(2):105-122
49. Share Our Strength (2006) About Share Our Strength-history. Washington, DC, retrieved August 15, 2006 from http://www.strength.org/about/history/
50. Simmons CJ, Becker-Olson K (2006) Achieving marketing objectives through social sponsorships. J Mark 70(4):154-169
51. Smith W, Higgins M (2000) Cause-related marketing: Ethics and the ecstatic. Bus Soc 39(3):304-322
52. Social marketing works! (2006) National Social Marketing Centre, London. Retrieved November 6, 2006 from http://www.nsms.org.uk/images/CoreFiles/ LEAFLET_SocialMarketingWorks.pdf
53. van den Brink D, Odekerken-Schröder G, Pauwels P (2006) The effect of strategic and tactical cause-related marketing on consumers' brand loyalty. J Consum Mark 23(1):15-25
54. Varadarajan PR, Menon A (1988) Cause-related marketing: A coalignment of marketing strategy and corporate philanthropy. J Mark 52(3):58-74
55. Waddell S (2000) A "win-win" role for civil society in business strategy. J Nonprofit Manage 4(1):24-43
56. Webb DJ, Mohr LA (1998) A typology of consumer responses to cause-related marketing: From skeptics to socially concerned. J Public Policy Mark 17(2):226-238
57. Westberg KJ (2004) The impact of cause-related marketing on consumer attitude to brand and purchase intention: A comparison with sponsorship and sales promotion. PhD Dissertation, School of Marketing, Griffith University, Brisbane, Australia
58. Westberg KJ, Pope N (2005) An examination of cause-related marketing in the context of brand attitude, purchase intention, perceived fit and personal values. In: Proceedings of tSe ANZMAC 2005 conference: social, not-for-profit and political marketing, pp 222-230
59. Wilcox DL, Cameron GT (2006) Public relations strategies and tactics, 8th edn. Pearson Education, Inc, Boston