The Effect of Love and Conceptual Fluency on Cause Related Marketing

• Main Authors: Mairi Dewi Handoko, 何金玲
• Other Authors: Cou-Chen Wu
• Format: Others
• Language: en_US
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/w66k6e

碩士 === 國立臺灣科技大學 === 企業管理系 === 105 === CRM (Cause Related Marketing) has become a common marketing strategy nowadays. The success of Cause Related Marketing can be influenced by a lot of fac-tors, such as the importance of the cause, the type of the product, marketing effort and commercialization activities. The purpose of this study is to find out what are the most important factors in the success of CRM program. This research found out that evoked love and cause fit (fluency of the cause) can increase benevolence trust of the company, customers’ attitude and purchase intention to the CRM product. In this re-search, we used some love quotes to evoke customer’s love toward others and de-signed cause fluency of the CRM program. Afterward, we analyzed the effects of evoked love toward purchase intention, benevolence trust, and attitude of the product. The quantitative analysis results suggest that evoked customer love has the more powerful impact on CRM product than the fluency of the cause of CRM does, and the cause charity of the CRM product have positive result toward the CRM program in the evoked love condition. From this study, we also found out that the positive impact of love on Cause Related Marketing is due to customer self-signaling. When consumers regard themselves as a good person, they will have more positive attitude toward CRM product. Finally, through our study, we found that if evoked love can increase purchase intention on CRM product, we should consider the importance of love to the satisfying result of CRM marketing program. We hope this study could help some company to design their marketing advertisement to the effectiveness of CRM pro-gram.