• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Journal of Business Ethics >To Do Well by Doing Good: Improving Corporate Image Through Cause-Related Marketing
【24h】

To Do Well by Doing Good: Improving Corporate Image Through Cause-Related Marketing

机译：做好事做好事：通过因果营销提高企业形象

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

As part of their corporate social responsibility, many organizations practice cause-related marketing, in which organizations donate to a chosen cause with every consumer purchase. The extant literature has identified the importance of the fit between the organization and the nature of the cause in influencing corporate image, as well as the influence of a connection between the cause and consumer preferences on brand attitudes and brand choice. However, prior research has not addressed which cause composition most appeals to consumers or the impact of cause choice on corporate image. A between-subjects field experiment in the Netherlands examines the influence of three core cause attributes—cause type, cause scope, and cause acuteness—on consumers' perceptions of corporate image. Furthermore, this experiment examines the extent to which consumer identification with the cause mediates the influence of the cause attributes on corporate image. The findings indicate that identification with the cause leads to more positive evaluations of marketing campaigns for cause type and cause scope. Also, however, our results uncover a negative direct relationship between cause scope and corporate image. Cause acuteness is only marginally influential in corporate image perceptions. By proposing and testing a comprehensive model of the influence of cause attributes on corporate image in cause-related marketing, this article provides important implications and suggests avenues for further research.
机译：作为企业社会责任的一部分，许多组织进行与因果相关的营销，组织在每次消费者购买时都向选定的原因捐款。现有文献已经确定了组织与因果关系之间的契合度在影响公司形象方面的重要性，以及因果关系和消费者偏好对品牌态度和品牌选择的影响。但是，先前的研究尚未解决导致消费者最感兴趣的构成因素或原因选择对公司形象的影响。荷兰的一项主题间实地实验研究了三个核心原因属性（原因类型，原因范围和原因敏锐度）对消费者对公司形象的感知的影响。此外，该实验研究了消费者对原因的识别在多大程度上介导了原因属性对公司形象的影响。研究结果表明，对原因的识别可以对原因类型和原因范围的营销活动进行更积极的评估。但是，我们的结果还揭示了原因范围和企业形象之间的负向直接关系。原因敏锐度仅在企业形象感知中有很小的影响。通过提出和测试因果属性对与因果相关的营销中的企业形象的影响的综合模型，本文提供了重要的启示，并提出了进一步研究的途径。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号