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首页> 外文期刊>Journal of Business Research >The dual-process model of similarity in cause-related marketing: How taxonomic versus thematic partnerships reduce skepticism and increase purchase willingness
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The dual-process model of similarity in cause-related marketing: How taxonomic versus thematic partnerships reduce skepticism and increase purchase willingness

机译：与因果相关的营销中相似性的双过程模型：分类伙伴关系与主题伙伴关系如何减少怀疑并增加购买意愿

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摘要

The “fit” between brand and cause has received considerable attention in the study of effective cause-related marketing. However, the literature is largely ambivalent in terms of what fit means, as little systematic research has looked into the relationship between cause and brand and its impact on consumers' skepticism, and in turn, on willingness to purchase. By drawing on the dual-process of similarity, four studies provide evidence on the role of thematic vs. taxonomic similarity in reducing skepticism and help companies understand which causes to support. Specifically, our results show that willingness to purchase the brand is higher in thematic partnerships and, counter intuitively, skepticism is higher in taxonomic partnerships. We discuss the results in light of the role of trust as mediator and regulatory focus as moderator of the effect. We offer theoretical and managerial implications of these results, discussed considering the demand for companies to be more socially responsible.
机译：品牌和因果之间的“契合度”在有效的因果相关营销研究中受到了相当大的关注。但是，由于适合性的含义方面，文献存在很大矛盾，因为很少有系统的研究来探讨原因与品牌之间的关系及其对消费者怀疑论的影响，进而对购买意愿的影响。通过利用相似性的双重过程，四项研究提供了主题相似性与分类相似性在减少怀疑论上的作用的证据，并帮助公司了解支持的原因。具体而言，我们的结果表明，在主题合作关系中，购买品牌的意愿较高，而从直觉上来说，在分类合作关系中，怀疑态度较高。我们根据信任作为中介的作用和监管焦点作为影响的调节者来讨论结果。我们提供了这些结果的理论和管理含义，并在讨论中考虑了对公司更具社会责任感的需求。

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