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Cause-Related Marketing partnerships: An application of associative learning theory principles for both short and long-term success for the brand.

机译：与因果相关的营销伙伴关系：联想学习理论原理在品牌短期和长期成功中的应用。

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摘要

Corporate social responsibility has received considerable attention within both the academic and business communities. Cause-Related Marketing (CRM) has evolved as an area of social responsibility that allows firms to link their philanthropic activities with the strategic marketing goals of the firm. Specifically, CRM occurs when a firm makes an offer to contribute a portion of the proceeds of a consumer purchase of the firm's products or services to a charitable cause.; Academic research into CRM has covered a broad landscape. Studies include: potential benefits to the brand; consumer behavior surrounding CRM offers; brand/cause alliances, and; potential benefits to the cause. Additionally, numerous theories have been used to explain various CRM activities. However, each theory that has been presented has been aimed towards explaining specific phenomena, and an all-encompassing theory to explain the antecedents and consequences of successful CRM partnerships has been elusive.; The purpose of this dissertation is to use associative learning theory as a framework for understanding the antecedents and consequences of successful CRM partnerships for both brand and firm. Associative learning theory develops principles such as, belongingness and reputation that set the foundation for incorporating partnership fit and long-term brand/cause relationships as antecedents that should link the relationship to benefits for both brand and firm. These benefits, increased word-of-mouth, improved image for the firm, consumer attitudes towards the brand, and greater purchase likelihood, thus form the desired consequences completing the framework.; The significance of this research is that it introduces one theory to explain what attributes of a CRM partnership lead to the best outcomes. Additionally, this study introduces word-of-mouth promotion as a desired outcome of CRM. Word-of-mouth will be shown to not only be a desired short-term CRM benefit, but also a catalyst for continued long-term success.; This study was conducted by asking respondents to read one of 4 scenarios (2x2 factorial design) and then answer a series of questions. A series of scales, previously published in the marketing literature, was used to measure the impact of the antecedents on the various preferred consequences of CRM. Data were collected by an online firm to ensure greater generalizability, and were subjected to AMOS 6 for analysis. Hypotheses were then tested using the Kruskal-Wallis non-parametric test.; The results indicate that the overall model of antecedents and consequences of CRM relationships has excellent fit, and both antecedents, relationship fit and longevity of relationship, are indicators of the strength of the brand/cause relationship. Additionally, increased positive Word-of-mouth and improved brand image are fully supported as consequences of a strong brand/cause relationship. Finally, improved firm image and increased purchase likelihood are partially supported as consequences.; The study concludes with a discussion of the results and contributions to the field. Also, limitations of the study and suggestions for future research are outlined.
机译：企业社会责任在学术界和商业界都受到了广泛的关注。与因果相关的营销（CRM）已经发展成为一种社会责任领域，使公司可以将其慈善活动与公司的战略营销目标联系起来。具体而言，CRM发生在公司提出要为慈善事业提供消费者购买公司产品或服务的部分收益时。 CRM的学术研究涵盖了广阔的前景。研究包括：品牌的潜在利益；围绕CRM产品的消费者行为；品牌/原因联盟，以及潜在的好处。此外，许多理论已被用来解释各种CRM活动。但是，已经提出的每种理论都旨在解释特定现象，而无法解释成功的CRM合作伙伴关系的前因和后果的全部理论。本文的目的是将联想学习理论作为一个框架，以理解成功的CRM合作伙伴关系对品牌和企业的前因和后果。联想学习理论发展了诸如归属感和声誉之类的原则，这些原则为将合伙关系和长期的品牌/因果关系纳入基础奠定了基础，应将这种关系与品牌和公司的利益联系起来。这些好处，口碑的增加，企业形象的改善，消费者对品牌的态度以及更大的购买可能性，从而形成了完善框架的预期结果。这项研究的意义在于，它引入了一种理论来解释CRM合作伙伴关系的哪些属性可以带来最佳结果。此外，本研究将口碑推广作为CRM的理想结果。口口相传不仅是期望的短期CRM好处，而且是持续长期成功的催化剂。这项研究是通过让受访者阅读4种情况（2x2析因设计）之一，然后回答一系列问题来进行的。先前在市场营销文献中发布过的一系列量表用于衡量先行因素对CRM各种优选结果的影响。数据由在线公司收集，以确保更高的通用性，并接受AMOS 6进行分析。然后使用Kruskal-Wallis非参数检验对假设进行检验。结果表明，CRM关系的前因和后果的整体模型具有很好的契合度，而前因，关系契合度和关系寿命都可以作为品牌/因果关系强度的指标。此外，由于强大的品牌/因果关系的结果，完全支持增加积极的口碑和改善品牌形象。最终，部分结果可支持改善公司形象和增加购买可能性。该研究以讨论结果和对该领域的贡献作为结束。此外，概述了研究的局限性和对未来研究的建议。

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  • 作者

    Thomas, Michael L.;

  • 作者单位

    Southern Illinois University at Carbondale.$bBusiness Administration.;

  • 授予单位 Southern Illinois University at Carbondale.$bBusiness Administration.;
  • 学科 Business Administration Marketing.
  • 学位 Ph.D.
  • 年度 2007
  • 页码 125 p.
  • 总页数 125
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类 贸易经济;
  • 关键词

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