The Influence of Cause-Related Marketing and Brand Image on Purchase Intention: A Case Study of Taishin Holdings

• Main Authors: Hung-Yi Yeh Liu, 葉劉宏逸
• Other Authors: Tai-hwa Chow
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/vuy846

碩士 === 國立中山大學 === 企業管理學系研究所 === 102 === A lot of people want to join the finance industry. However, when Taiwan became a member of WTO in 2002, Taiwan had to face the challenge from the International. The finance market size let finance business hard to grow up. The Finance Crisis also hit Taiwan’s finance industry in 2007. In the recent, Taiwan had approved the Cross-Strait on Trade in Services. The agreement might be a opportunity or be a threat to Taiwan. Above of all, there are some points which will effect Taiwan’s finance industry: 1. Market size. 2. International finance environment. 3. Laws. In this situation, some business try to use new marketing strategies to attract consumer. Some business use strong brand image or cause-related marketing to effect consumer’s purchase intention. In sum, the purpose of this research is discussing the relation between cause-related marketing, brand image and purchase intention. And using Taishin Holdings be the case in the research. In this research, I used questionary to investigate the influence when Taishin Holdings used cause-related marketing. And there are 678 participants in this research. In this research, I used reliability analysis to confirm the questionary’ reliability. Using descriptive statistics to understand the sample structure. Using regression analysis to confirm the relation between variables. The findings are as followed: 1. The cause-related marketing has significant effect on purchase intention. 2. The brand image has significant effect on purchase intention. 3. The brand awareness has mediation effect between cause-related marketing, brand image and purchase intention. 4. The degree of image fit has moderating effect between cause-related marketing and brand awareness.