A Study of The Effect of Caused-Related!Marketing on Nonprofit Organization

• Main Authors: Chan, Hsuen-Lan, 詹雪蘭
• Other Authors: Quang-Hua Cheo
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/54079795548878574342

碩士 === 國立交通大學 === 管理科學研究所 === 85 === A Study of the Caused-Related Marketing on Nonprofit OrganizationStudent: Hsuen-Lan Chan Advisor: Prof. Quang-Hua Chen Institute o f Management ScienceNational Chiao Tung UniversityAbstract In recent years, because of the philanthropies issue become more and more important, the different types Nonprofit organizations are growing, the consumers who concerned about the philanthropies issue are increase fast. In response, marketers have been monitoring the growing consumer concern about the philanthropies with much interest. One way to response is to create 「Cause-Related Marketing, CRM」（or Joint-Venture Marketing）promotional messages that appeal to the needs and desires of philanthropies concerned consumers. CRM is the way to make corporations become the sponsors of philanthropies, which can promote corporations'' image and increase commercial profits at the same time.This research is an exploration study about CRM and focus on the impacts of NPO that were influence by CRM through the consumer''s purchasing behavior, consumer''s donating behavior and consumer''s response. The independent variables are demographics, donating experience and recognition of CRM, and the dependent variables are the differences of sponsor companies'' industry, donee and region. The approach to collect data is by asking questionnaire and the study objects are the consumers who lived in Taipei.The research results shows: First, the consumer''s support degree of CRM is influence by sex, education, religion, vocation, and personal annual income. Second, the consumer''s support degree of CRM is influence by donating experience, and convenience of donating. Third, consumers can easily to knowing about the purpose of NPO through CRM. Fourth, the CRM is not the mainly fixed and long term income to NPO. Finally, marketing strategies for the NPO when use the CRM presented for recommendation.Key words: Cause- Related Marketing, Philanthropy, Consumer Response, Consumer Donating Behavior.