Cause Related Marketing:The effect of Cause-Brand Fit and Brand Image on Customer Attribute to Corporation Motive

• Main Authors: CHEN, PEI-CHI, 陳佩琦
• Other Authors: LIAW, GOU-FONG
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/31923065014815798061

碩士 === 輔仁大學 === 織品服裝學系碩士班 === 104 === The studies in the past have shown that cause-brand fit affect to cause-related marketing, and consumers might judge the motivations of cause-related marketing which held by brands tendency to Altruism or Egoism, this may affect the effect of cause-related marketing and the consuming behavior for the brands. Due to consumers are individual, they have different percept of brand image. To probe the different characteristics of the consumers under different circumstances of cause-brand fit and brand image helps maximize the benefit of cause-related marketing of brands. This study adopts Design of Experiments. First, accesses to four consumers randomly, and use the percepts by these four consumers to represent the levels of cause-brand fit and brand image. Then, using the representations of the levels of cause-brand fit and brand image makes pre-test questionnaire, there are 32 valid pre-test questionnaires in this study. Second, choosing the optimal representations of cause-brand fit and brand image by the pre-test questionnaire be the manipulation of situation of the formal questionnaires which hands out by network and recovers 884 valid questionnaires. The result of this study shows that no matter what level of cause-brand fit and characteristic of the consumers are, the percepts of the brand-motivation is always tendency to Egoism when the image of the brand is negative. No matter what level of cause-brand-fit is, the brand-motivation is tendency to Altruism when the image of the brand is positive and consumers are Public Self-awareness.