Influence of Brand Image and Cause-brand Alliance Fit on Brand Equity - A Case of Uniqlo

• Main Authors: Kai-yen Hsu, 許凱彥
• Other Authors: Hsien-Tang Tsai
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/2u8b6d

碩士 === 國立中山大學 === 企業管理學系研究所 === 103 === ‘Fast Fashion’ has been swept across the apparel industry in the recent years. It has combined the newest styles into costume designing with rapid production and high efficiency distribution. Nevertheless, with the popularity of clothing, some issues have appeared; such as contamination to the rivers, products with poor quality and labors abuse in sweatshop factories. These problems have caused consumers’ negative brand image to the related companies. Therefore, many apparel companies have applied “Cause-related Marketing” by cooperating with NPO to solve the social concerns for establishing positive brand cognition. The Japanese apparel company – ‘Uniqlo’ is taken as the research project to discuss the influence of brand image and cause-brand alliance fit on attitude toward cause-brand alliance and brand equity. Additionally, the four moderator variables - altruism, ad-skepticism, social value and emotional value are estimated in the research, for the influence of consumers’ attitude toward the cause-brand alliance by the action of cooperating with ‘UN Refugee Agency, which chiefly promote second-hand clothing donation campaign. The total number of 304 effective samples is collected by questionnaire for the primary data. The method of regression is applied for the analysis. The research has found that there is the significant effect between brand image, cause-brand alliance fit and attitude toward the cause-brand alliance and brand equity. Besides, consumers with higher tendency of altruism, social value and emotional value have the significant effect on cause-brand alliance fit to attitude toward the cause-brand alliance. Furthermore, consumers with lower tendency of ad-skepticism have the significant effect on brand image to attitude toward the cause-brand alliance. In the aspect of organizational management, the image, product category and compaign fit with NPO should be considered. Regarding of the advertising and marketing aspect, it might help to decrease consumers’ suspicion via selecting a right spokenperson, who always stands out for social welfare or helps underpriviedged person, or to disclose all cause-related marketing information. As the result, it would achieve the efficiency of cause-related marketing.