The Enhancing Factors of Cause-brand Alliances Evaluation and Spillover Effects of Alliances

• Main Authors: CHI, WAN-PING, 紀婉萍
• Other Authors: LIN, SHAO-LUNG
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/m29575

博士 === 中國文化大學 === 國際企業管理學系 === 105 === The study develops and examines the model that propose relationships among perceived corporate social responsibility (CSR), cause image, cause credibility, cause and self-image congruence, and attitude toward the cause-brand alliances, as well as the effects of attitude toward the cause-brand alliances on post perceived CSR and post cause image (spillover effects). This study employed tea drinks as the product of cause-brand alliances. Three brands and three causes were used to form 9 scenarios of cause-brand alliances. 33 college students were randomly assigned to each scenario as respondents. The data were provided by 274 students finally. The results demonstrate that (1) perceived CSR, cause image and cause credibility positively affects but cause and self-image congruence does not affects attitude toward the cause-brand alliances; (2) attitude toward the cause-brand alliances positively influences post perceived CSR and post cause image. The study discusses the theoretical and practical implications and provides some suggestions for the future study.