本研究發展及檢驗企業社會責任知覺、善因機構形象、善因機構可信度、善因與自我形象一致性對善因品牌聯盟態度之影響，以及善因品牌聯盟態度對聯盟後企業社會責任知覺及善因機構形象影響(外溢效果)之模式。採用茶飲料作為善因品牌聯盟的產品，以3個品牌與3家善因機構合作，組合成9種虛擬聯盟廣告(情境)版本，以大學生為樣本，每一版本隨機指派33人，共計有效樣本274份。研究結果顯示：(1)企業社會責任知覺、善因機構形象、善因機構可信度正向影響，而善因與自我形象一致性不影響善因品牌聯盟態度；(2)善因品牌聯盟態度正向影響聯盟後企業社會責任知覺及善因機構形象。本研究討論研究發現在理論及管理實務上之意涵，同時對未來研究方向提出建議。
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.
