Analysis of Cause-related Marketing on Brand Value:The Mediating Effects of Customer’s Trust and Commitment

• Main Authors: Tan-Yun Wang, 王丹云
• Other Authors: Hsiu-Li Chen
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/666rb2

碩士 === 銘傳大學 === 國際企業學系碩士班 === 95 === Recently, cause-related marketing (CRM) has received much attention. So-called CRM is the cooperation of profit organization and NPO based on the premise of mutually benefits, which is a new marketing tools and a win-win strategy for marketers. Corporations doing the philanthropy could build more deeply relationship with customer, increase the reputation of corporation, and make money. In the consumers’ viewpoint, they not only want to buy the products and services, but also wish to show their social responsibility. As the multiple choices of the products and brands, consumers will take added value for society and environment from the product when they make decision of purchase. Therefore, the companies make effeorts on emphasize the CRM in order to increase the company’s brand images. In accordance with the above discussion, the main purposes of this study are: (1) If the compatibility of CRM alliance and consumer’s attitude has positive relationship? (2) If consumer’s attitude has effects on corporation’s brand value? (3) If consumer’s attitude has impact on their trust and commitment of corporation, and through the relationship marketing (trust and commitment) to influence brand value? (4) If the relationship of compatibility and attitude moderated by the personal involvement of product and brand awareness of bank? The hypothese of the research was tested by LISREL technique. The target product of the research is the credit card. The research used convenience sampling to gather the data. From a total of 340 respondents, 259 questionnaires were validated (76.2%). The results show that: (1) The compatibility of CRM alliance is related positively toward the consumer’s attitude. (2) The consumer’s attitude toward CRM product is related positively toward the brand value. (3) The consumer’s attitude toward CRM product is also related positively toward the consumer’s trust and commitment to bank. (4) Consumer’s attitude toward CRM product played a significantly mediating role between the compatibility of CRM alliance and the brand value. (5) The personal involvement of product played moderating roles between the compatibility of CRM alliance and consumer’s attitude toward alliance product. The management implications are: (1)The product strategy for the bank－the quality of product (cognitive component) is the main effect on consumer’s attitude, so banks must pay attention to the quality for using. (2) The promotion mix for the bank－the advertisement of credit card could more emotional (the affective component is the main effect on consumer’s attitude), banks should take part in the NPOs’ activities, and front line staff could develop and increase the long relationship with customer. (3) the suggestion for NPOs－NPOs should take account of itself strength and weakness and the bank’s performance, in order to conduct a good compatibility of the alliance and to decrease dispute for business purpose.