| 摘要: | Cause-related marketing is a way for company in establishing long-term differentiation from its competitors and adding value to the corporate brand. It is also one of effective positioning strategies that can create and maintain favorable brand images and gives the company a competitive advantage because of its long-term strategic. The objectives of this study include investigating the effects of cause-brand fit and location on brand credibility, brand attitude, and participation intentions in cause-related marketing; investigating the relationship between brand credibility, brand attitude, and participation intentions in cause-related marketing; investigating the interaction effects between fit and location on the brand credibility, and brand attitude. This study used 2 (cause-brand fit: high and low) x 3 (location: developing, undeveloped, and developed countries) factorial design to test the hypotheses. The results of this study indicate that the credibility of brand and attitude toward the brand tend to become more positive related to the high fitness between cause and brand in cause-related marketing campaign. The credibility of brand and attitude toward the brand tend to become more positive when the implementation of cause-related marketing campaign is in the local area (home country) than in non-local area (foreign country). Furthermore, consumers’ attitude toward the brand and consumers’ intentions to participate in cause-related marketing campaign are tend to become more positive when the brand is highly credible. Finally, the consumers’ intention to participate in cause-related marketing campaign tends to become more positive when the consumers’ attitude toward the brand is positive.
Cause-related marketing is a way for company in establishing long-term differentiation from its competitors and adding value to the corporate brand. It is also one of effective positioning strategies that can create and maintain favorable brand images and gives the company a competitive advantage because of its long-term strategic. The objectives of this study include investigating the effects of cause-brand fit and location on brand credibility, brand attitude, and participation intentions in cause-related marketing; investigating the relationship between brand credibility, brand attitude, and participation intentions in cause-related marketing; investigating the interaction effects between fit and location on the brand credibility, and brand attitude. This study used 2 (cause-brand fit: high and low) x 3 (location: developing, undeveloped, and developed countries) factorial design to test the hypotheses. The results of this study indicate that the credibility of brand and attitude toward the brand tend to become more positive related to the high fitness between cause and brand in cause-related marketing campaign. The credibility of brand and attitude toward the brand tend to become more positive when the implementation of cause-related marketing campaign is in the local area (home country) than in non-local area (foreign country). Furthermore, consumers’ attitude toward the brand and consumers’ intentions to participate in cause-related marketing campaign are tend to become more positive when the brand is highly credible. Finally, the consumers’ intention to participate in cause-related marketing campaign tends to become more positive when the consumers’ attitude toward the brand is positive. |
