| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 103 === Modern intelligent public the purpose of consumption, in addition to meet the needs of their own, also hope to make the best of a heart for his survival environment, let the enterprise in the past only emphasis business interest also began to pay attention to enterprise society responsibility, continuously introjection for society, community & environment , so "cause-related marketing" new propaganda came out.
Cause-related marketing utilizes appropriately can improve enterprise brand equity thus enhancing consumer purchase intention, this study was to explore the relation “cause-related marketing”, brand equity & purchase intention, based on transnational enterprise in Taiwan McDonald’s consumer questionnaire survey was conducted for the object, total issued 590 questionnaires, reclaimed 583 after deduction 26 invalid questionnaires and got 567 valid questionnaires, information analysis with statistical software those are as the following validation results showed:
1.Cause-related marketing has significant positive influence on purchase intention, namely enterprise implement cause-related marketing degree higher, the higher the purchase intention is.
2.Cause-related marketing has significant positive influence on brand equity, namely enterprise implement cause-related marketing degree higher, the higher the brand equity also.
3.Brand equity has significant positive influence on purchase intention, namely the higher the brand equity of enterprise, the consumers' willingness spending is also higher.
4.The relationship brand equity with cause-related marketing and purchase intention with completed intermediary effect, namely the relationship cause-related marketing to purchase intention was affected by brand equity.
|
|---|
