MNCs and Cause-Related Marketing:An Analysis of Consumer Perspectives

• Main Authors: Yen-Hung Chen, 陳彥宏
• Other Authors: 黃恆獎
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/ngmed8

碩士 === 國立臺灣大學 === 國際企業學研究所 === 92 === Cause-related marketing (CRM), a commercial partnership between a charity or non-profit organization (NPO) and a company that associates a charity’s logo with a brand, product or service, has become prevalent internationally in the last 20 years as a means to both encourage product sales and raise funds for charities. In Taiwan, the trend originated with multinational corporations (MNCs), most of which were already practicing CRM in their home or base countries. While some of the literature has addressed what factors affect consumer views of CRM campaigns and how those factors further affect consumers’ intent to purchase, few have examined MNCs as a distinct group. In my research, I have chosen to analyze the factors influencing consumer views of MNCs’ CRM, and have investigated the causal relationship between those factors and consumers’ intent to purchase using the LISREL analysis model and a questionnaire survey. Research results were as follows: 1.The value that a product can bring to consumers is the critical factor affecting consumer attitudes toward the product, and it also significantly affects consumers’ intent to purchase. The image and degree of localization of a MNC itself do not significantly influence consumer attitudes. 2.An MNC’s closeness with an NPO affects consumer attitudes toward the product, but the alliance fitness does not have significant impact on consumer attitudes toward the product. 3.Consumer ethnocentrism is not a factor that significantly influences purchasing intention. This may be due to the trend of globalization in the world economy. 4.Consumer attitudes toward MNCs’ engaging in CRM and the orientation of a consumer’s philanthropic participation do not significantly impact the success of CRM efforts.