Stigmatizing Effects Of Prosocial Alcohol And Tobacco E-Sponsorships

Corporate sponsorship of social causes by tobacco and alcohol industries has increased in recent years, although little is known about the effects of prosocial sponsorship efforts in the context of the Internet. This article presents the results of a study designed to evaluate social cause Internet sponsorship effects in terms of two communication objectives: brand awareness and brand image. The effects of three corporate sponsors (Marlboro, Budweiser, Visa), paired with high/low congruent messages, were examined in an Internet experiment (e-newspaper). Sponsor motive also was examined. Results showed no differences with regard to brand awareness. However, high congruent sponsors with stigmatizing products yielded lower brand image than the low congruent sponsor with a nonstigmatizing product. Sponsors with stigmatizing products were thought to have selfish motives and this influenced brand awareness and attitudes about brand image. Implications for social marketers are discussed.