| Summary: | 碩士 === 大葉大學 === 休閒事業管理學系碩士在職專班 === 96 === The purpose of this study is to investigate the relationship between cause-related marketing and brand-name interests, using Ford Motor cause-related marketing as a research subject. In recent years, Ford Motor has actively taken part in numerous charity activities; among them, the collaboration with the Major League Baseball New York Yankees Wang Chien-ming is the most well-known event recently. The objective of this charity event is “One Ball, One Person --- Collect Balls for Taiwan Little League Baseball”. Since the event is to work with the world famous Major League Baseball player Wang Chien-ming, the general public therefore generates positive comments and evaluation towards Wang Chien-ming himself and the company Ford Motor. In order to further understand the relationship between cause-related marketing and brand-name interests, we have three major aspects of measurement including brand-name awareness, brand-name association and brand-name image. Because the target of this ball-raising event is the general public, we used convenience sampling as a research method. A total of 300 copies of questionnaire were rendered in this study.
After questionnaire survey and SEM test, results show the goodness-of-fit of this model is perfectly fine.The research findings are as follows:
1. Cause-related marketing will have positive effect on brand-name awareness.
2. Cause-related marketing will have positive effect on brand-name association.
3. There are correlations between brand-name awareness and brand-name association.
4. Brand-name awareness will have positive effect on brand-name image.
5. Brand-name association will have positive effect on brand-name image.
Using model estimation, we conclude that the major key factor to promote business brand-name interests is to propose cause-related marketing strategy and also its topic options and the operation of marketing skills when actually practicing cause-related marketing.
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