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The Impact of Consumer Evaluation on the Cause-Related Marketing
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논문 기본 정보

Type
Academic journal
Author
Chia-Lin Lee (National Chengchi University)
Journal
한국마케팅학회AMJ ASIA MARKETING JOURNAL Vol.19 No.1 KCI Accredited Journals
Published
2017.4
Pages
1 - 17 (17page)
DOI
10.15830/amj.2017.19.1.1

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The Impact of Consumer Evaluation on the Cause-Related Marketing
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Abstract· Keywords

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Cause-related Marketing (CrM) has become an increasingly popular marketing approach over the past two decades. However, neither researchers nor organizations fully understand the determinants of a successful CrM partnership. This research fills this gap. Specifically, we employ the schema theory to explore circumstances in which the CrM alliance cannot achieve a success. We use a theoretical modeling approach to report that, when consumers’ typicality-based cognitive process is assumed, the CrM activity with the partners’ more-discrepant attribute profile cannot be evaluated favorably, but the attribute-level uncertainty about the CrM alliance is less likely to feedback to the two partners. Furthermore, we argue that, under the schema-plus-tag model, consumers may not like the CrM program with a similar attribute profile. Therefore, this CrM approach may fail. To our knowledge, we are the first to apply the schema theory to explain how a CrM alliance can achieve a success.
#Cause-related Marketing #Brand Schema #Between-partner Congruence #Attributelevel Uncertainty

Contents

Ⅰ. Introduction
Ⅱ. Literature Review
Ⅲ. Propositions
Ⅳ. Research Method
Ⅴ. Contributions and Future Research Directions
References

References (54)

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[단행본] - Anderson, N. H / 1981 / Foundation of Information Integration Theory / Academic Press google schola [학술지(정기간행물)] - Andreasen, A. R / 1996 / Profits for nonprofits : find a corporate partner / Harvard Business Review 74 (6) : 47 ~ 50 google schola [학술지(정기간행물)] - Andrews, M / 2014 / Cause marketing effectiveness and the moderating role of price discounts / Journal of Marketing 78 (6) : 120 ~ 142 google schola [학술지(정기간행물)] - Bass, F. M / 1972 / An attitude model for the study of brand preferences / Journal of Marketing Research 9 (1) : 93 ~ 96 google schola [학술지(정기간행물)] - Bhattacharya, C. B / 2003 / Consumercompany identification: a framework for understanding consumers’ relationships with companies / Journal of Marketing 67 (2) : 76 ~ 88 google schola

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