| Summary: | 碩士 === 銘傳大學 === 企業管理學系碩士班 === 100 === In the trend of globalization, the enterprises have to enhance their competitiveness by brand alliance, especially with cause-brand alliance, and it is also named “ Cause-related marketing (CRM) “. Because of CRM has become an increasingly popular mode of marketing and it is universal implemented by enterprises. Consumers familiar with their practices, and thus suspect that the real motives of the implementation of the CRM. In addition, fit is the key factors for alliance between co-branded, and this study is to assist enterprises to dismiss the doubts and successful implementation of it, explore not only for CSR but close to the consumer''s own point of view (using lifestyles and values variable), and explore with different level of well-known brand in the banking industry and the skin care industry, also for the brand alliance with fit perception to explore.
Brands in banking, skin care industry and charities are divided to three levels and 10 Combination. Subsequently, with the total number of 466 questionnaires gathered. Consequently, seven theoretical contributions: (1) consumers’ pre-existing attitude has a positive effect on consumer perception of brand alliance; (2) consumer perception of brand alliance has a positive on CRM purchase intention; (3) the perceived fit between consumers'' lifestyles and company CSR activities has a positive effect on consumer perception of CSR activities; (4) consumer perception of CSR activities has a positive effect on CRM purchase intention; (5) the jointly influence of CRM purchase intention on consumer perception of brand alliance and consumer perception of CSR activities; (6) reinforcement of research methods; (7) the influence of co-brand on brand awareness. Three practice contribution: (1) the key success factors of brand alliance; (2) the key success factors of CRM; (3) help enterprises and charities find the best alliance business model.
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