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首页> 外文期刊>International Review on Public and Nonprofit Marketing >Co-branded cause-related marketing campaigns: the importance of linking two strong brands
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Co-branded cause-related marketing campaigns: the importance of linking two strong brands

机译：联合品牌公益事业营销活动：链接两个强大品牌的重要性

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摘要

The aim of this study is to analyse the potential of a co-branding strategy in cause-related marketing campaigns, in contrast to most studies’ underestimation of the role of brands involved in such programmes. In particular, the study applies assumptions confirmed in for-profit co-branding campaigns to the peculiar context of social-driven activities. The intent is to understand which brand is most important in consumers’ minds to improve consumers’ opinions and intentions to act on a cause-related product. The study consists of an experimental 2 (for-profit brand awareness: high; low) × 2 (non-profit brand awareness: high; low) between-subject design. The results highlight the central role played by the non-profit brand. The for-profit brand alone exerts no main effect on the dependent variables, whereas the non-profit brand shows a significant impact on purchase likelihood. Moreover, an interactive effect of both brands together affects consumers’ attitudes and expected price. The findings shed light on the effectiveness of a co-branding strategy in cause-related marketing programmes and emphasise the advisability for non-profit brand marketers to understand the importance of building strong brands.
机译：这项研究的目的是分析与原因相关的营销活动中联合品牌战略的潜力，而大多数研究则低估了参与此类计划的品牌的作用。尤其是，该研究将以营利为目的的联合品牌活动中确认的假设应用于社会驱动活动的特殊情况。目的是了解哪个品牌在消费者心目中最重要，以提高消费者的意见和对与因果相关的产品采取行动的意图。该研究由实验2（营利性品牌知名度：高；低）×2（非营利性品牌知名度：高；低）主题间设计组成。结果凸显了非营利品牌的核心作用。单靠营利性品牌就不会对因变量产生主要影响，而非营利性品牌则对购买可能性产生重大影响。此外，两个品牌的互动效应共同影响着消费者的态度和预期价格。调查结果阐明了联合品牌战略在与因果相关的营销计划中的有效性，并强调了非营利品牌营销者理解建立强大品牌的重要性的可取性。

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