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The impacts of advertising expenditures and business news on corporate image are investigated. Results show that advertising expenditures and the tone on news have a positive impact on the company's image, and that advertising expeditures intensify the news' impacts. The importance of waiting for the decline of negative news in spending for advertisenments is explained.

A study on the impact of business news, including both praise and criticism, on the image of corporate organizations in Netherlands is discussed.

The study aims to search for a replication of consumer sensitivity to corporate social performance (CSP) within non-Anglo context and in a sample that resembles general public, and to investigate the effects of individual consumer characteristics on consumer' evaluation of CSP. CSP serves more as hygiene to Dutch consumers, than as a motivator to buy a product and household income did not influence this.