The Effect of Cause-related Marketing：The Influence of Donation Level, Advertisement’s Theme and Product Category

• Main Authors: Pei-Hsuan Chien, 簡佩宣
• Other Authors: 練乃華
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/14516714187740946439

碩士 === 國立臺灣大學 === 商學研究所 === 94 === Many companies use sponsorship to increase the awareness and image of the brand, and some of them combine the donation and the sales, which called cause-related marketing. The company will provide part of the revenue for the cause. Previous findings have showed that cause-related marking is positive to consumers’ brand awareness, brand attitude and purchase intention. This research will discuss the effect of cause-related marketing when the sponsored object is sport event. And we want to know how the donation level, advertisement’s theme and product category will influence the brand attitude and purchase intention. We will prove the hypotheses by experiment. The manipulation variables are product category (high-involvement vs. low-involvement), donation level (high vs. low vs. vague quantifier), and advertisement’s theme (product attribute vs. sponsorship). There are 12 groups and the samples are the students of National Taiwan University. The major findings are: 1.When the advertisement’s theme is product attribute, the purchase intention of high-involvement product is higher than the purchase intention of low-involvement product. 2.When the advertisement’s theme is sponsorship, the purchase intention of low-involvement product is higher than the purchase intention of high-involvement product. 3.When the company raises the donation level, the purchase intention will increase. 4.When the company provides low percent of the revenue for the sport event, the brand attitude of high-involvement product is higher than the brand attitude of low-involvement product. 5.The purchase intention of consumers who are interested in sports is higher than the purchase intention of consumers who are not interested in sports.