| dc.contributor | 企管系 | zh_TW |
| dc.creator (作者) | 李嘉林 | zh_TW |
| dc.creator (作者) | Lee, Chia-Lin | en_US |
| dc.date (日期) | 2017-07 | |
| dc.date.accessioned | 28-Sep-2017 17:39:09 (UTC+8) | - |
| dc.date.available | 28-Sep-2017 17:39:09 (UTC+8) | - |
| dc.date.issued (上傳時間) | 28-Sep-2017 17:39:09 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/113134 | - |
| dc.description.abstract (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. | en_US |
| dc.format.extent | 265375 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.relation (關聯) | Asia Marketing Journal, Vol.19, No.1, pp.1-17 | zh_TW |
| dc.subject (關鍵詞) | Cause-related Marketing; Brand Schema; Between-partner Congruence; Attributelevel Uncertainty | en_US |
| dc.title (題名) | The Impact of Consumer Evaluation on the Cause-Related Marketing | zh_TW |
| dc.type (資料類型) | article | |
| dc.identifier.doi (DOI) | 10.15830/amj.2017.19.1.1 | |
| dc.doi.uri (DOI) | http://dx.doi.org/10.15830/amj.2017.19.1.1 | |
