A Study on the Relationships between Cause-Related Marketing and Brand Eqity-A Case Study on Ford Lio Ho Motor Company
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 ac...
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ndltd-TW-096DYU016750092015-10-13T14:00:24Z http://ndltd.ncl.edu.tw/handle/24387382275656765022 A Study on the Relationships between Cause-Related Marketing and Brand Eqity-A Case Study on Ford Lio Ho Motor Company 公益行銷與品牌權益關係之研究-以福特汽車為例 Fen-Yi Tsai 蔡芬宜 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. Cheng-Jong Lee 李城忠 2008 學位論文 ; thesis 93 zh-TW |
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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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author2 |
Cheng-Jong Lee |
author_facet |
Cheng-Jong Lee Fen-Yi Tsai 蔡芬宜 |
author |
Fen-Yi Tsai 蔡芬宜 |
spellingShingle |
Fen-Yi Tsai 蔡芬宜 A Study on the Relationships between Cause-Related Marketing and Brand Eqity-A Case Study on Ford Lio Ho Motor Company |
author_sort |
Fen-Yi Tsai |
title |
A Study on the Relationships between Cause-Related Marketing and Brand Eqity-A Case Study on Ford Lio Ho Motor Company |
title_short |
A Study on the Relationships between Cause-Related Marketing and Brand Eqity-A Case Study on Ford Lio Ho Motor Company |
title_full |
A Study on the Relationships between Cause-Related Marketing and Brand Eqity-A Case Study on Ford Lio Ho Motor Company |
title_fullStr |
A Study on the Relationships between Cause-Related Marketing and Brand Eqity-A Case Study on Ford Lio Ho Motor Company |
title_full_unstemmed |
A Study on the Relationships between Cause-Related Marketing and Brand Eqity-A Case Study on Ford Lio Ho Motor Company |
title_sort |
study on the relationships between cause-related marketing and brand eqity-a case study on ford lio ho motor company |
publishDate |
2008 |
url |
http://ndltd.ncl.edu.tw/handle/24387382275656765022 |
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