| Summary: | 碩士 === 國立雲林科技大學 === 企業管理系 === 107 === The corporations can not only enhance corporate image, but also fulfill social responsibilities based on cause-related marketing when promoting products. In daily life, consumers are beginning to face more and more cause-related products; the combination of marketing and charity become as trending topics and current events in the industry. Although consumption combined with charity has caused widespread response in the world, this kind of marketing model has brought about unexpected negative impacts, shocks and self-reflections.
Therefore, the research aims to explore the impact on positive, negative, and industrial-related reporting of caused-related marketing toward brand attitudes, purchase intentions, consumer ethics perception, and cause-related recognition. This study conducts the research by experimental method. It designs three situations (cause-related positive reporting * industrial-related reporting, cause-related negative reporting * industrial-related reporting, cause-related negative reporting * industrial-unrelated reporting), respectively testing the impact on brand attitudes, purchase intentions, consumer ethics perception, and cause-related recognition. A total of 120 valid questionnaires were collected.
The results of the research show that the positive reporting of cause-related marketing has a positive impact on brand attitude, purchase intentions, consumer ethics perception and cause-related recognition. Negative reporting of cause-related marketing has a negative impact on brand attitude, purchase intentions, consumer ethics perception and cause-related recognition. And industrial-related reporting of caused-related marketing have a positive impact on consumer brand attitude, purchase intentions, consumer ethics perception and caused-related recognition.
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