Causal Relationship among Cause-Related Marketing, Brand Relationship and Brand Evaluation：The Case of Banking Industry

• Main Authors: Shu-E Liao, 廖淑娥
• Other Authors: Tser-Yieth Chen
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/b34u4k

碩士 === 銘傳大學 === 管理研究所 === 93 === ABSTRACT Brand is an invisible and import asset for any company. Companies hope to survive permanently and successfully, operating brand is an indispensable key factor. Thus, this study elucidates how cause brand identity, cause-related marketing, brand image and brand relationship are interconnected, and then explores the influence of brand image and brand relationship on brand evaluation. The study takes the banking industry as an example, and employs the questionnaire survey with the sample of banking customers who older than 20 years-old in Taipei by the method of quota sampling. We use LISREL as a main statistic method; the results of study are as the following: setting brand image depends on cause-related marketing; brand identity can build up close relationship of brand; close brand relationship can create a successful brand evaluation. The results of this study can be taken by the brand manager of banking industry to formulate marketing strategies. Besides, the results also can assist scholars to investigate brand strategies in other industry.