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題名 善因行銷之行銷聯盟在台可行否？ 發展一種模式以辨識必要之行銷和環境因素
Can Cause-Related Marketing Alliances Work in Taiwan? Developing a model to identify necessary factors作者 艾凱瑞
Aston,Karri貢獻者 Reinfeld,William
艾凱瑞
Aston,Karri關鍵詞 行銷聯盟
環境因素
善因行銷
Cause-Related Marketing Alliances日期 2006 上傳時間 17-九月-2009 18:54:08 (UTC+8) 摘要 善因行銷之行銷聯盟在台可行否？ 發展一種模式以辨識必要之行銷和環境因素
Cause-related marketing (CRM) alliances offer businesses and not-for-profit organizations (NPOs) a unique partnership opportunity to reach corporate and philanthropic goals. Since its inception in 1981 in the United States, CRM alliances have grown in popularity as a way for companies to increase sales and market share, open new market segments, build employee morale, differentiate their products and create brand image. For NPOs, the alliances have provided new ways to raise funds, reach out to new potential donors, increase awareness of the cause, and mobilize the public. While CRM alliances have been for the most part successful in the West, there is little in the way of research into the underlying factors that allow this success. For example, are there certain consumer markets that are more likely to respond positively to CRM? Are there environmental factors that encourage businesses and NPOs to partner, and that may not be present in every industry or country or do the characteristics of organizations themselves set the stage for partnership? These are the types of questions this paper address. By examining the factors that are shared across successful CRM alliances in the West, a new model is created that outlines the factors that are necessary to foster CRM within a national market. After introducing this model, we apply it to the case of Taiwan to determine if CRM is likely to succeed in the long-term on the island. We discover that business plays a strong role in driving the CRM movement in Taiwan, while NPOs and external forces play only a moderate role. Consumers, the government and outside facilitators, the other components of the CRM model, play a relatively weak role in bringing CRM alliances to the island, and therefore are the greatest challenges to CRM’s sustainability in the area. We also discover that the model needs to be modified to fit Taiwan’s unique environment. In the conclusion, future areas of research are discussed as well as recommendations and implications for the future of CRM alliances in Taiwan.參考文獻 References Adkins, Sue. 1999. Cause Related Marketing: Who Cares Wins. Butterworth Heinemann: Oxford, England. Adler, Stephen M. 2006. Cause for Concern: Results-Oriented Cause Marketing. Thomson/South-Western: Mason, Ohio. Andreasen, Alan R. 1996. “Profits for Nonprofits: Find a Corporate Partner.” Harvard Business Review. Vol 74, Issue 6, pp. 47-59. “Brand Benefits.” 2004. Research International. London: Business in the Community. [online], [cited (3 April 2007) ], <http://www.bitc.org.uk/crm>. “Christian Charity Aids Victims of Tsunami.” 2005. Taiwan Journal. [online], [cited 4 January 2007], <http://english.www.gov.tw/TaiwanHeadlines/index.jsp? categid=11&record id=80744>. Cone, Carol, Mark A. Feldman, and Alison T. DaSilva. 2003 “Cause and Effects.” Harvard Business Review. July 2003, Vol 81, Issue 7, pp.95- 101. “Cone 2004 Corporate Citizenship Study.” 2004. comp. Cone Inc. [online], [cited 10 April 2007], <http://www.coneinc.com/Pages/pr_30.html>. “Cone 2006 Millennial Survey.” 2006. comp. Cone Inc. [online], [cited 10 April 2007], < http://www.coneinc.com/Pages/pr_45.html>. “Cone 2001 Corporate Citizenship Study.” 2001. comp. Cone Inc. [online], [cited 10 April 2007], < http://www.coneinc.com/Pages/pr_13.html>. “Cone/Roper 1999 Corporate Citizenship Study.” 1999. comp. Cone Inc. [online], [cited 10 April 2007], <http://findarticles.com/p/articles/mi_m1272/ is_2651_128/ai_55500438> “Contributing to Helping Others.” 2004. Taiwan Business TOPICS. Vol 34, Issue 12.
“Corporate Social Responsibility in Taiwan: A Survey.” 2005. Global Views Magazine. Vol 237. trans. Taiwan Philanthropy Information Center. [online] [cited 8 May 2007] <http://www.tpic.org.tw/EPhilNews/show_news.asp? ENEWSID=4091>. “Corporate Social Responsibility Survey.” 2000. comp. Marketing & Opinion Research International. MORI Publishing Inc.: London. Cryer, Elizabeth H. and William T. Ross Jr. 1996. “The Impact of Corporate Behavior on Perceived Product Values.” Marketing Letters. Vol 7, Issue 2, pp. 173-85. Cundiff, Rick. 2007. “Cause Marketing.” Knight Ridder Tribune Business News. 29 October p. 1. Daw, Jocelyne. 2006. Cause Marketing for Nonprofits: Partners for Purpose, Passion & Profits. John Wiley & Sons: West Sussex, England. Doz, Yves L, and Gary Hamel. 1998. Alliance Advantage: The Art of Creating Value through Partnering. Harvard Business School Press: Boston, Massachusetts. “Edelman Trust Barometer 2007.” 2007. comp. Strategy One, and Edelman. [online], [cited 10 May 2007] < http://www.edelman.com/trust/2007>. Foster, William, and Jeffrey Bradach. 2005. “Should Nonprofits Seek Profits?” Harvard Business Review. Vol 83, Issue 2, pp.92-100. “Giving USA 2006.” 2006. Giving USA Foundation. [online], [cited 10 April 2007], <http://www.aafrc.org>. Gray, Robert. 2000. “Developing a Tight Fit is Crucial to CRM.” Marketing. pp. 37-8. Hirsch, Max. 2006. “Foster Homes Face Cash Crunch, Lack of Adoptive Parents.” Taipei Times. 25 August, p. 2. Hsieh, Yaolung J. 2004. “Exploring Corporate Donation Behavior: A Case Study of Taiwan.” Journal of Nonprofit & Public Sector Marketing. Vol 12, Issue 1, pp. 69-91.
Kelly, Annie. 2006. “Across the Great Divide” The Guardian, Society Section. 8 November, p. 1. Kotler, Philip, and Nancy Lee. 2005. Corporate Social Responsibility: Doing the Most Good for your Company and Your Cause. John Wiley & Sons: West Sussex, England. Krol, Carol. 1996. “Consumers Note Marketers’ Good Causes.” Advertising Age. Vol 67, Issue 46, p. 51. Lachowetz, Tony, John Clark, Richard Irwin, and T. Bettina Cornwell. 2002. “Cause-Related Sponsorship: A Survey of Consumer/Spectator Beliefs, Attitudes, Behavioral Intentions, and Corporate Image Impressions.” American Marketing Association. Conference Proceedings. pp. 13-4. Lafferty, Barbara A. 1997. “Cause-Related Marketing: Does the Cause Make a Difference in Consumers’ Attitudes and Purchase Intentions Toward the Product?” in M. Brucks and D. MacInnis eds., Advances in Consumer Research. Vol 24, p. 113. Association for Consumer Research: Tucson, Arizona. Lafferty, Barbara A., Ronald E. Goldsmith, and Thomas M. Hult. 2004. “The Impact of the Alliance on the Partners: A Look at Cause-Brand Alliances.” Psychology & Marketing. Vol 21, Issue 7, pp. 509-31. Lavack, Anne M., and Fredric Kropp. 2003. “A Cross-Cultural Comparison of Consumer Attitudes Toward Cause-Related Marketing.” Social Marketing Quarterly. Vol 9, Issue 2, pp. 3-16. Lin, Mei-Chun, and Lucien Crowder. 2006. “Putting Philanthropy on the Corporate Agenda.” Taiwan Business TOPICS. Vol 36, Issue 9. Medcalf, Graham. 2006. “Cause-Related Marketing: Social Activism.” Marketing Magazine. Dec 2006, p. 14. “NGO Workers Strive to be Unseen Agents of Social Change.” 2005. Taiwan News. 5 May, p. 11. “Non-Profit Charitable Organizations are Banding Together to Promote FinancialTransparency.” 2005. Taipei Times. 30 March, p. 2. “The Non-Profit Sector in Brief: Facts and Figures from the Non-Profit Almanac 2007.” 2007. The Urban Institute: Washington D.C. Porter, Michael E. and Mark R. Kramer. 2002. “The Competitive Advantage of Corporate Philanthropy.” Harvard Business Review. Vol 80, Issue 12, pp. 56-68. Pracejus, John W., and G Douglas Olsen. 2004. “The Role of Brand/Cause Fit in the Effectiveness of Cause-Related Marketing Campaigns.” Journal of Business Research. Vol 57, Issue 6, pp. 635-40. Pringle, Hamish, and Marjorie Thompson. 1999. Brand Spirit: How Cause Related Marketing Builds Brands. John Wiley & Sons: West Sussex, England. Rexrode, Christina. 2006. “Corporations Increasingly Selling Products that Will Benefit Certain Charities.” Knight Ridder Tribune Business News. 23 November, p.1. Rifon, Nora J., Sejung Marina Choi, Carrie S. Timble, and Hairong Li. 2004. “Congruence Effects in Sponsorship: The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor Motive.” Journal of Advertising. Vol 33, Issue 1, pp. 29-42. Ross III, John K., Mary Ann Stutts, and Larry T. Patterson. 1991. “Tactical Considerations for the Effective Use of Cause-Related Marketing.” Journal of Applied Business Research. Vol 7, Issue 2, p. 58-65. Ross III, John K., Larry T. Patterson, and Mary Ann Stutts. 1992. “Consumer Perceptions of Organizations That Use Cause-Related Marketing.” Academy of Marketing Science. Vol 20, Issue 1, p. 93. Sagawa, Shirley, and Eli Segal. 2000. Common Interest, Common Good. Harvard Business School Press: Boston, Massachusetts. Schmelzer, Randi. 2006. “Cause and Effect.” PR Week. Vol 9, Issue 42, pp. 18-22. Slater, Joanna. 2000. “Philanthropy for Profit”. Far Eastern Economic Review.Vol 163, Issue 12, p. 48. Smith, Craig. 1994. “The New Corporate Philanthropy.” Harvard Business Review. Vol 72, Issue 3, pp. 105-16. “Starbucks to Help Raise Cash for Aboriginal Kids.” 2005. Taipei Times. 13 June p. 2. Strahilevitz, Michael, and John G. Myers. 1998. “Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell.” Journal of Consumer Research. Vol 24, Issue 4, pp. 434-46. “The Survey on Family Income and Expenditure - Executive Yuan’s Directorate General of Budget, Accounting and Statistics” 2006. [online], [cited 4 January 2007], <http://www129.tpg.gov.tw/mbas/eng_social/analysis92.htm>. Trimble, Carrie S, and Nora J Rifon. 2006. “Consumer Perceptions of Compatibility in Cause-Related Marketing Messages.” International Journal of Nonprofit and Voluntary Sector Marketing. Vol 11, Issue 1, pp. 29-47. Tsay, Ching-lung. 2003. “Below Replacement Fertility and Prospects for Labour Force Growth in Taiwan.” Journal of Population Research. Vol 20, Issue 1, pp. 67-87. Varadarajan, P. Rajan, and Anil Menon. 1988. “Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy.” Journal of Marketing. Vol 52, Issue 3, pp. 58-74. Webb, Deborah J, and Lois A Mohr. 1998. “A Typology of Consumer Responses to Cause-Related Marketing: From Skeptics to Socially Concerned.” Journal of Public Policy & Marketing. Vol 17, Issue 2, pp.226-38. Welsh, Jerry C. 1999. “Good Cause, Good Business.” Harvard Business Review. Vol 77, Issue 5, pp. 21-4. Wu, Shih-Ying, Jr-Tsung Huang, and An-Pang Kao. 2004. “An Analysis of the Peer Effects in Charitable Giving: The Case of Taiwan.” Journal of Family and Economic Issues. Vol 25, Issue 4, pp. 483-505.
Yi, Ho. 2005. “Charity Begins With Accountability and Transparency.” Taipei Times. 6 November, p. 17.描述 碩士
國立政治大學
國際經營管理碩士班(IMBA)
94933040
95資料來源 http://thesis.lib.nccu.edu.tw/record/#G0094933040 資料類型 thesis dc.contributor.advisor Reinfeld,William en_US dc.contributor.author (作者) 艾凱瑞 zh_TW dc.contributor.author (作者) Aston,Karri en_US dc.creator (作者) 艾凱瑞 zh_TW dc.creator (作者) Aston,Karri en_US dc.date (日期) 2006 en_US dc.date.accessioned 17-九月-2009 18:54:08 (UTC+8) - dc.date.available 17-九月-2009 18:54:08 (UTC+8) - dc.date.issued (上傳時間) 17-九月-2009 18:54:08 (UTC+8) - dc.identifier (其他 識別碼) G0094933040 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/33953 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際經營管理碩士班(IMBA) zh_TW dc.description (描述) 94933040 zh_TW dc.description (描述) 95 zh_TW dc.description.abstract (摘要) 善因行銷之行銷聯盟在台可行否？ 發展一種模式以辨識必要之行銷和環境因素 zh_TW dc.description.abstract (摘要) Cause-related marketing (CRM) alliances offer businesses and not-for-profit organizations (NPOs) a unique partnership opportunity to reach corporate and philanthropic goals. Since its inception in 1981 in the United States, CRM alliances have grown in popularity as a way for companies to increase sales and market share, open new market segments, build employee morale, differentiate their products and create brand image. For NPOs, the alliances have provided new ways to raise funds, reach out to new potential donors, increase awareness of the cause, and mobilize the public. While CRM alliances have been for the most part successful in the West, there is little in the way of research into the underlying factors that allow this success. For example, are there certain consumer markets that are more likely to respond positively to CRM? Are there environmental factors that encourage businesses and NPOs to partner, and that may not be present in every industry or country or do the characteristics of organizations themselves set the stage for partnership? These are the types of questions this paper address. By examining the factors that are shared across successful CRM alliances in the West, a new model is created that outlines the factors that are necessary to foster CRM within a national market. After introducing this model, we apply it to the case of Taiwan to determine if CRM is likely to succeed in the long-term on the island. We discover that business plays a strong role in driving the CRM movement in Taiwan, while NPOs and external forces play only a moderate role. Consumers, the government and outside facilitators, the other components of the CRM model, play a relatively weak role in bringing CRM alliances to the island, and therefore are the greatest challenges to CRM’s sustainability in the area. We also discover that the model needs to be modified to fit Taiwan’s unique environment. In the conclusion, future areas of research are discussed as well as recommendations and implications for the future of CRM alliances in Taiwan. en_US dc.description.tableofcontents TABLE OF CONTENTS 1 INTRODUCTION TO CAUSE-RELATED MARKETING ALLIANCES............................1 1.1 WHAT IS CAUSE-RELATED MARKETING?................................................................................1 1.2 TYPES OF ALLIANCES.............................................................................................................3 1.3 HOW DOES EACH SIDE BENEFIT..............................................................................................7 1.4 HISTORY AND THE SPREAD OF CRM ALLIANCES..................................................................10 1.5 WHY CRM ALLIANCES SHOULD BE OF INTEREST TO TAIWAN..............................................13 2 LITERATURE REVIEW..........................................................................................................14 2.1 CREATING AND MANAGING CRM ALLIANCES......................................................................14 2.2 CONSUMER PERCEPTIONS OF CRM ALLIANCES....................................................................19 2.3 CONSUMER BEHAVIOR IN RESPONSE TO CRM CAMPAIGNS..................................................22 2.4 STUDIES ON CRM IN ASIA...................................................................................................25 2.5 LIMITATIONS OF THE LITERATURE.......................................................................................25 3 A MODEL TO SHOW THE RELATIONSHIP AMONG FACTORS INVOLVED IN THE FORMATION OF CRM ALLIANCES.............................................................................................27 3.1 EXTERNAL FORCES...............................................................................................................29 3.1.1 External forces - the business perspective......................................................................30 3.1.2 External forces – the NPO’s perspective........................................................................32 3.2 ORGANIZATION CHARACTERISTICS......................................................................................34 3.2.1 Organization characteristics – the business perspective................................................35 3.2.2 Organization characteristics – the NPO perspective.....................................................37 3.3 CONSUMERS........................................................................................................................40 3.4 ROLE OF GOVERNMENT.......................................................................................................41 3.5 ROLE OF CONSULTANTS OR ADVOCACY GROUPS..................................................................42 3.6 SUMMARY OF THE MODEL....................................................................................................43 4 CRM ALLIANCES IN TAIWAN.............................................................................................46 4.1 CURRENT CRM ALLIANCES IN TAIWAN...............................................................................46 4.2 APPLYING THE MODEL TO TAIWAN......................................................................................48 4.3 EXTERNAL FORCES...............................................................................................................49 4.3.1 External forces – the business perspective.....................................................................49 4.3.2 External forces – the NPO perspective...........................................................................54 4.4 FIRM CHARACTERISTICS.......................................................................................................56 4.4.1 Firm characteristics – business perspective...................................................................57 4.4.2 Firm characteristics – the not-for-profit perspective.....................................................594.5 CONSUMERS........................................................................................................................63 4.5.1 Consumer wealth............................................................................................................63 4.5.2 Culture of charitable giving...........................................................................................65 4.5.3 Level of social activism..................................................................................................67 4.6 ROLE OF GOVERNMENT........................................................................................................70 4.7 ROLE OF CONSULTANTS AND ADVOCACY GROUPS...............................................................71 4.8 PREDICTIONS FOR THE FUTURE............................................................................................72 5 CONCLUSION..........................................................................................................................75 5.1 LIMITATIONS OF THE RESEARCH..........................................................................................76 5.2 FUTURE RESEARCH DIRECTIONS...........................................................................................77 5.3 RECOMMENDATIONS AND IMPLICATIONS FOR THE FUTURE..................................................78 REFERENCES....................................................................................................................................81 zh_TW dc.format.extent 83772 bytes - 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Developing a model to identify necessary factors en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) References Adkins, Sue. 1999. Cause Related Marketing: Who Cares Wins. Butterworth Heinemann: Oxford, England. Adler, Stephen M. 2006. Cause for Concern: Results-Oriented Cause Marketing. Thomson/South-Western: Mason, Ohio. Andreasen, Alan R. 1996. “Profits for Nonprofits: Find a Corporate Partner.” Harvard Business Review. Vol 74, Issue 6, pp. 47-59. “Brand Benefits.” 2004. Research International. London: Business in the Community. [online], [cited (3 April 2007) ], <http://www.bitc.org.uk/crm>. “Christian Charity Aids Victims of Tsunami.” 2005. Taiwan Journal. [online], [cited 4 January 2007], <http://english.www.gov.tw/TaiwanHeadlines/index.jsp? categid=11&record id=80744>. Cone, Carol, Mark A. Feldman, and Alison T. DaSilva. 2003 “Cause and Effects.” Harvard Business Review. July 2003, Vol 81, Issue 7, pp.95- 101. “Cone 2004 Corporate Citizenship Study.” 2004. comp. Cone Inc. [online], [cited 10 April 2007], <http://www.coneinc.com/Pages/pr_30.html>. “Cone 2006 Millennial Survey.” 2006. comp. Cone Inc. [online], [cited 10 April 2007], < http://www.coneinc.com/Pages/pr_45.html>. “Cone 2001 Corporate Citizenship Study.” 2001. comp. Cone Inc. [online], [cited 10 April 2007], < http://www.coneinc.com/Pages/pr_13.html>. “Cone/Roper 1999 Corporate Citizenship Study.” 1999. comp. Cone Inc. [online], [cited 10 April 2007], <http://findarticles.com/p/articles/mi_m1272/ is_2651_128/ai_55500438> “Contributing to Helping Others.” 2004. Taiwan Business TOPICS. Vol 34, Issue 12. zh_TW dc.relation.reference (參考文獻) “Corporate Social Responsibility in Taiwan: A Survey.” 2005. Global Views Magazine. Vol 237. trans. Taiwan Philanthropy Information Center. [online] [cited 8 May 2007] <http://www.tpic.org.tw/EPhilNews/show_news.asp? ENEWSID=4091>. “Corporate Social Responsibility Survey.” 2000. comp. Marketing & Opinion Research International. MORI Publishing Inc.: London. Cryer, Elizabeth H. and William T. Ross Jr. 1996. “The Impact of Corporate Behavior on Perceived Product Values.” Marketing Letters. Vol 7, Issue 2, pp. 173-85. Cundiff, Rick. 2007. “Cause Marketing.” Knight Ridder Tribune Business News. 29 October p. 1. Daw, Jocelyne. 2006. Cause Marketing for Nonprofits: Partners for Purpose, Passion & Profits. John Wiley & Sons: West Sussex, England. Doz, Yves L, and Gary Hamel. 1998. Alliance Advantage: The Art of Creating Value through Partnering. Harvard Business School Press: Boston, Massachusetts. “Edelman Trust Barometer 2007.” 2007. comp. Strategy One, and Edelman. [online], [cited 10 May 2007] < http://www.edelman.com/trust/2007>. Foster, William, and Jeffrey Bradach. 2005. “Should Nonprofits Seek Profits?” Harvard Business Review. Vol 83, Issue 2, pp.92-100. “Giving USA 2006.” 2006. Giving USA Foundation. [online], [cited 10 April 2007], <http://www.aafrc.org>. Gray, Robert. 2000. “Developing a Tight Fit is Crucial to CRM.” Marketing. pp. 37-8. Hirsch, Max. 2006. “Foster Homes Face Cash Crunch, Lack of Adoptive Parents.” Taipei Times. 25 August, p. 2. Hsieh, Yaolung J. 2004. “Exploring Corporate Donation Behavior: A Case Study of Taiwan.” Journal of Nonprofit & Public Sector Marketing. Vol 12, Issue 1, pp. 69-91. zh_TW dc.relation.reference (參考文獻) Kelly, Annie. 2006. “Across the Great Divide” The Guardian, Society Section. 8 November, p. 1. Kotler, Philip, and Nancy Lee. 2005. Corporate Social Responsibility: Doing the Most Good for your Company and Your Cause. John Wiley & Sons: West Sussex, England. Krol, Carol. 1996. “Consumers Note Marketers’ Good Causes.” Advertising Age. Vol 67, Issue 46, p. 51. Lachowetz, Tony, John Clark, Richard Irwin, and T. Bettina Cornwell. 2002. “Cause-Related Sponsorship: A Survey of Consumer/Spectator Beliefs, Attitudes, Behavioral Intentions, and Corporate Image Impressions.” American Marketing Association. Conference Proceedings. pp. 13-4. Lafferty, Barbara A. 1997. “Cause-Related Marketing: Does the Cause Make a Difference in Consumers’ Attitudes and Purchase Intentions Toward the Product?” in M. Brucks and D. MacInnis eds., Advances in Consumer Research. Vol 24, p. 113. Association for Consumer Research: Tucson, Arizona. Lafferty, Barbara A., Ronald E. Goldsmith, and Thomas M. Hult. 2004. “The Impact of the Alliance on the Partners: A Look at Cause-Brand Alliances.” Psychology & Marketing. Vol 21, Issue 7, pp. 509-31. Lavack, Anne M., and Fredric Kropp. 2003. “A Cross-Cultural Comparison of Consumer Attitudes Toward Cause-Related Marketing.” Social Marketing Quarterly. Vol 9, Issue 2, pp. 3-16. Lin, Mei-Chun, and Lucien Crowder. 2006. “Putting Philanthropy on the Corporate Agenda.” Taiwan Business TOPICS. Vol 36, Issue 9. Medcalf, Graham. 2006. “Cause-Related Marketing: Social Activism.” Marketing Magazine. Dec 2006, p. 14. “NGO Workers Strive to be Unseen Agents of Social Change.” 2005. Taiwan News. 5 May, p. 11. “Non-Profit Charitable Organizations are Banding Together to Promote FinancialTransparency.” 2005. Taipei Times. 30 March, p. 2. “The Non-Profit Sector in Brief: Facts and Figures from the Non-Profit Almanac 2007.” 2007. The Urban Institute: Washington D.C. Porter, Michael E. and Mark R. Kramer. 2002. “The Competitive Advantage of Corporate Philanthropy.” Harvard Business Review. Vol 80, Issue 12, pp. 56-68. Pracejus, John W., and G Douglas Olsen. 2004. “The Role of Brand/Cause Fit in the Effectiveness of Cause-Related Marketing Campaigns.” Journal of Business Research. Vol 57, Issue 6, pp. 635-40. Pringle, Hamish, and Marjorie Thompson. 1999. Brand Spirit: How Cause Related Marketing Builds Brands. John Wiley & Sons: West Sussex, England. Rexrode, Christina. 2006. “Corporations Increasingly Selling Products that Will Benefit Certain Charities.” Knight Ridder Tribune Business News. 23 November, p.1. Rifon, Nora J., Sejung Marina Choi, Carrie S. Timble, and Hairong Li. 2004. “Congruence Effects in Sponsorship: The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor Motive.” Journal of Advertising. Vol 33, Issue 1, pp. 29-42. Ross III, John K., Mary Ann Stutts, and Larry T. Patterson. 1991. “Tactical Considerations for the Effective Use of Cause-Related Marketing.” Journal of Applied Business Research. Vol 7, Issue 2, p. 58-65. Ross III, John K., Larry T. Patterson, and Mary Ann Stutts. 1992. “Consumer Perceptions of Organizations That Use Cause-Related Marketing.” Academy of Marketing Science. Vol 20, Issue 1, p. 93. Sagawa, Shirley, and Eli Segal. 2000. Common Interest, Common Good. Harvard Business School Press: Boston, Massachusetts. Schmelzer, Randi. 2006. “Cause and Effect.” PR Week. Vol 9, Issue 42, pp. 18-22. Slater, Joanna. 2000. “Philanthropy for Profit”. Far Eastern Economic Review.Vol 163, Issue 12, p. 48. Smith, Craig. 1994. “The New Corporate Philanthropy.” Harvard Business Review. Vol 72, Issue 3, pp. 105-16. “Starbucks to Help Raise Cash for Aboriginal Kids.” 2005. Taipei Times. 13 June p. 2. Strahilevitz, Michael, and John G. Myers. 1998. “Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell.” Journal of Consumer Research. Vol 24, Issue 4, pp. 434-46. “The Survey on Family Income and Expenditure - Executive Yuan’s Directorate General of Budget, Accounting and Statistics” 2006. [online], [cited 4 January 2007], <http://www129.tpg.gov.tw/mbas/eng_social/analysis92.htm>. Trimble, Carrie S, and Nora J Rifon. 2006. “Consumer Perceptions of Compatibility in Cause-Related Marketing Messages.” International Journal of Nonprofit and Voluntary Sector Marketing. Vol 11, Issue 1, pp. 29-47. Tsay, Ching-lung. 2003. “Below Replacement Fertility and Prospects for Labour Force Growth in Taiwan.” Journal of Population Research. Vol 20, Issue 1, pp. 67-87. Varadarajan, P. Rajan, and Anil Menon. 1988. “Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy.” Journal of Marketing. Vol 52, Issue 3, pp. 58-74. Webb, Deborah J, and Lois A Mohr. 1998. “A Typology of Consumer Responses to Cause-Related Marketing: From Skeptics to Socially Concerned.” Journal of Public Policy & Marketing. Vol 17, Issue 2, pp.226-38. Welsh, Jerry C. 1999. “Good Cause, Good Business.” Harvard Business Review. Vol 77, Issue 5, pp. 21-4. Wu, Shih-Ying, Jr-Tsung Huang, and An-Pang Kao. 2004. “An Analysis of the Peer Effects in Charitable Giving: The Case of Taiwan.” Journal of Family and Economic Issues. Vol 25, Issue 4, pp. 483-505. zh_TW dc.relation.reference (參考文獻) Yi, Ho. 2005. “Charity Begins With Accountability and Transparency.” Taipei Times. 6 November, p. 17. zh_TW
