| Summary: | 碩士 === 大葉大學 === 運動事業管理學系碩士在職專班 === 97 === The purpose of this research was to discuss the relationship between cause-related marketing and brand equity, focusing on the cause-related marketing of the Wang Chien-ming Affinity Card and Cash Card Wang Chien-ming dispensed by E.Sun Bank. This Public benefit activity has invited the well-known professional baseball player, Wang Chien-ming. In general, the public has a fairly positive opinion towards Wang and E.Sun Bank. To further understand the relationship between cause-related marketing and brand equity, this research discussed the influence of celebrity endorsements, the issue of cause-related marketing and brand equity in addition to the relationship between cause-related marketing and brand equity.
This research focused on consumers over 20 years old because they meet the age limitation of applying for the cards. A total of 212 valid questionnaires were obtained through convenience sampling.
Questionnaires and SEM were used to exam the model of this research and the result showed that the fitness of this pattern is high. The results of this research are as follows:
1. With celebrity endorsements, cause-related marketing could have an outstanding influence on brand equity;
2. This cause-related marketing project has a significant relationship with the role of Wang Chien-ming as an endorser.
Based on this mode, this research reached conclusions, provided the strategy of cause-related marketing, and suggested that the choice of cause-related marketing topics. The way of developing marketing techniques and the endorsers’s choice must is consistent with the subject and enterprise's image are the most crucial elements of promoting the brand equity of a corporation. The consumer is bigger than regarding the cause-related marketing subject's support to the subject combination and the interest.
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