A study of successful factors of caused related marketing

• Main Authors: Ming- Ming Tsai, 蔡明明
• Other Authors: Tsui-Yii Shih
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/70501757708607196072

碩士 === 國立臺北商業技術學院 === 國際商務系碩士班 === 101 === A number of researches proved that both Cause-Related Marketing (CRM) and Corporate Social Responsibility (CSR) have positive impacts to the firm performances. Therefore, CRM and CSR are often used by firms on their business models or operating philosophy. Regarding the study findings of some CRM researches, researchers have confirmed that not all CRM implementations are successfully. Cause-Brand Fit is the key successful factor of CRM activities implementation. Accordingly, this study investigate the effects of Cause-Band Fit on consumer purchase intention toward CRM and CSR products. In additional, this study adds consumer psychological point to investigate whether the Psychographic Factors and the level of involvement indirectly affect consumer purchase intention toward those products. According to our study findings, Cause-Brand Fit has positive influence on corporate images, as well as Psychographic Factors and the level of involvement, they have positive influence on consumer purchase intention toward CRM and CSR products through the mediating effects of Corporate Image and attitude. The findings of this study provide suggestions for firms CRM implementation considerations, as well as the execution of the firms CSR plan.