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In this study, we investigate the relationship between advertising expenditures, negative corporate social performance, and firm performance. Our empirical analysis seeks to understand the implications of negative corporate social performance for advertising response strategies—namely, annual, corporate-focused, and product-focused firm-level advertising expenditures. Furthermore, we examine the potential of these advertising response strategies for firm-level performance (i.e., profitability and firm value measures).

Advertising Expenditures, Negative Corporate Social Performance, and Firm Performance: Does Advertising Orientation Matter? An Abstract