本研究主要目的在於探討消費者的公眾自我意識特質對品牌態度及善因機構態度對善因機構態度關係之干擾效果。研究程序分為預試及主研究兩階段，以北部某大學之學生為樣本，以虛擬的運動飲料與善因機構合作作為善因品牌聯盟產品。預試目的在於篩選出主研究所需之善因品牌聯盟產品以及3個品牌與4個善因機構以組成善因品牌聯盟。主研究階段採用虛擬情境搭配廣告傳單，採用6品牌及3善因機構組合成9種善因品牌聯盟的情境，每一情境指派樣本數40人，回收有效樣本328人。研究結果顯示，(1)品牌態度及善因機構態度正向影響善因品牌聯盟態度；(2)高公眾自我意識特質的消費者相對於低公眾自我意識特質的消費者而言，品牌態度及善因機構態度更正向影響善因品牌聯盟態度。本研究討論研究發現在理論及實務上的意涵，並對未來研究方向提出建議。
The purpose of this study is to examine the effects of the consumers’ attitude to-ward the brand and cause on cause-brand alliance respectively and the moderating ef-fect of consumers’ public self-consciousness trait. This study includes pretest and a main study. We used the college students of a university in northern Taiwan as samples. The purpose of the pretest is to select the cause-brand alliance product used in the main study as well as three brands and four cause institutes to form cause-brand alliances. The main study was used to examined the hypothesis., 6 brands and 3 causes were combined respectively to construct 9 fictitious scenarios. Each scenario was presented to a group of 40 respondents respectively in order to gather data. The data were provided by 328 students. The result indicates that (1) attitude toward brand and cause have positive ef-fect on cause-brand alliance; (2) for those consumers with high public self-conscious, attitude toward brand and cause have higher positive influences on cause-brand alliance product than those with lower public self-conscious. This study discusses the application of theories in practice and provide suggestions to further studies.
