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https://ah.lib.nccu.edu.tw/handle/140.119/113134
題名: | The Impact of Consumer Evaluation on the Cause-Related Marketing | 作者: | 李嘉林 Lee, Chia-Lin |
貢獻者: | 企管系 | 關鍵詞: | Cause-related Marketing; Brand Schema; Between-partner Congruence; Attributelevel Uncertainty | 日期: | Jul-2017 | 上傳時間: | 28-Sep-2017 | 摘要: | 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. | 關聯: | Asia Marketing Journal, Vol.19, No.1, pp.1-17 | 資料類型: | article | DOI: | http://dx.doi.org/10.15830/amj.2017.19.1.1 |
Appears in Collections: | 期刊論文 |
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