Please use this identifier to cite or link to this item:
https://ah.lib.nccu.edu.tw/handle/140.119/113134
DC Field | Value | Language |
---|---|---|
dc.contributor | 企管系 | zh_TW |
dc.creator | 李嘉林 | zh_TW |
dc.creator | Lee, Chia-Lin | en_US |
dc.date | 2017-07 | |
dc.date.accessioned | 2017-09-28T09:39:09Z | - |
dc.date.available | 2017-09-28T09:39:09Z | - |
dc.date.issued | 2017-09-28T09:39:09Z | - |
dc.identifier.uri | http://nccur.lib.nccu.edu.tw/handle/140.119/113134 | - |
dc.description.abstract | 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. | en_US |
dc.format.extent | 265375 bytes | - |
dc.format.mimetype | application/pdf | - |
dc.relation | Asia Marketing Journal, Vol.19, No.1, pp.1-17 | zh_TW |
dc.subject | Cause-related Marketing; Brand Schema; Between-partner Congruence; Attributelevel Uncertainty | en_US |
dc.title | The Impact of Consumer Evaluation on the Cause-Related Marketing | zh_TW |
dc.type | article | |
dc.identifier.doi | 10.15830/amj.2017.19.1.1 | |
dc.doi.uri | http://dx.doi.org/10.15830/amj.2017.19.1.1 | |
item.fulltext | With Fulltext | - |
item.openairecristype | http://purl.org/coar/resource_type/c_18cf | - |
item.grantfulltext | restricted | - |
item.cerifentitytype | Publications | - |
item.openairetype | article | - |
Appears in Collections: | 期刊論文 |
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