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Impact of Cause-Related Marketing on the Consumer’s Brand Attitude
Li Yingji(이영길),Song Inan(송인암) 한국산업경제학회 2015 한국산업경제학회 정기학술발표대회 논문집 Vol.2015 No.12
Around the world, many companies have been committed to public welfare about education, environmental, health and other public utilities, such as Coca-Cola, Procter & Gamble, Microsoft, Motorola, etc. In China , Alibaba"s Alipay, Tencent and other companies have also committed to the Welfare. By this initiative, the companies have improved the relationship between government and consumers, and have established a positive image full of loving, responsibility. Although scholars have made a lot of contributions to the study in Cause-related Marketing,while as a case of Chinese e-commerce company to study is not much. Alibaba is China"s largest e-commerce company, Alipay is Chinese famous brands of electronic payments. 2014 Alipay become the world"s largest manufacturers of mobile payments. October 2015, the cumulative amount of contributions has reached 370 million yuan(RMB). The main purposes of this research are to answer the following research questions is that how cause-related marketing effect on the consumers" brand attitude. Research found that Welfare attitude had a positive influence on cognition and affection; Company credibility had a positive influence on affection and conation; Perception of motivation had a positive influence on conation.
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