| Summary: | 碩士 === 國立暨南國際大學 === 管理學院經營管理碩士學位學程碩士在職專班 === 102 === According to highly competitive business environment, how to create added-value for consumers becomes the most imperative issue for fimrs. In doing so, “Cause- Related Marketing” (CRM) which combines business interests and social responsibilities has been incorporated into to business for a decade, especially in marketing field. Although, CRM has been treated as a powerful business strategies and an important research agenda, there is still lack of discussion on the relationship between CRM and consumers’ phycology. This study aims to doscover the relationship between CRM strategies and consumers’ association as well as the relationship between brand association and consumers’ subject welln-Being (SBW).
This research use SPSS 22.0 to examine 158 questionnaires which have been filled up by residents of Da-Yi construction companies. The research results show that CRM has positive effect on brand association; also brand association has positive effect on SWB and perceived value. At last, we propose several managerial advices for firms’ business strategies.
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