摘要
公益营销既是理论热点,也是企业增强品牌信任、提升品牌资产的有效途径。作者运用实证研究方法,论证公益营销对品牌信任及购买意愿的影响。结果表明:消费者对公益营销活动的涉入度、品牌与公益营销活动的拟合度,通过中介变量品牌信任,对消费者的购买意愿产生影响。该研究结论可为中国企业积极主动开展公益营销、增强品牌信任提供有力的依据。
Cause-Related Marketing （CRM） is not only a hot topic in academic research but also an effective way for enterprises to enhance the brand trust and increase the brand equity. This paper makes an empirical study to demonstrate the impact of CRM on brand trust and purchase intention. The result indicates that both the consumers＇ involvement in CRM and the degree of fitting between brand and CRM have an impact on consumers＇ purchase intentions through the intermediary variable of brand trust. The conclusion of research can provide a strong basis for Chinese enterprises to conduct the CRM positively and enhance the brand trust.
出处
《北京工商大学学报（社会科学版）》
CSSCI
北大核心
2009年第3期31-36,共6页
JOURNAL OF BEIJING TECHNOLOGY AND BUSINESS UNIVERSITY:SOCIAL SCIENCES
基金
国家哲学社会科学基金项目“中国城市零售商业企业品牌竞争研究”(04BJY033)
关键词
公益营销
品牌信任
购买意愿
Cause-Related Marketing （CRM）
brand trust
purchase intentions
