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傷害性產品的善因行銷研究-產品與善因之間的關連性和產品類別之影響 = D...

國立高雄大學經濟管理研究所

傷害性產品的善因行銷研究-產品與善因之間的關連性和產品類別之影響 = Does Product-Cause Fit Really Matter in Cause-Related Marketing for Harmful Products?Influences of Fit Nature and Product Type

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	Does Product-Cause Fit Really Matter in Cause-Related Marketing for Harmful Products?Influences of Fit Nature and Product Type
作者:	李佳穎,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2008[民97]
面頁冊數:	116面圖，表 : 30公分;
標題:	產品與善因之間的合適性
標題:	product-cause fit
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/37936717315527519152
附註:	指導教授：張純端
附註:	參考書目：面67-73
摘要註:	善因行銷（Cause-related Marketing；CRM）是ㄧ種結合慈善的行銷策略，其活動方式大致是企業承諾在消費者購買該公司的產品或服務後，便捐出一定金額給某非營利機構從事特定的慈善活動。過去的研究指出產品和善因之間的“關聯性”越高，會使善因行銷更加的成功。然而，企業如何去選擇合適的善因形成一個良好的關聯性，仍然是過去研究較少著墨的。此篇研究定義出兩種不同“高度關聯性”的策略：ㄧ致性(善因和產品之間是有一致的形象或者是相似的價值觀)和補償性(所選擇的善因是用來改善傷害性產品的形象)。而對行銷企劃者而言，選擇一個最有效的善因行銷策略對原先就具有負面形象的傷害性產品尤其重要。因此，此篇研究針對傷害性產品，考量不同的產品類別(例如；實用性或者是享樂性)去檢驗不同的關連性策略對公司的觀感和購買意願的影響。研究結果指出一致性的策略是比補償性的策略更能獲得消費者的好感。有趣的是，當善因廣告促銷享樂性產品的時候，使用一致性的策略所得到的廣告效果與使用補償性的策略所得到的廣告效果是相似的，但當產品類別是屬於實用性的時候，一致性的策略是比補償性的策略能更能提升消費者對採用善因行銷公司的態度。 Cause-related marketing (CRM) is a philanthropic strategy in which a corporation donates money to a charity each time a consumer purchases a specific product. One important variable that has been identified to increase the success of CRM is the fit between the product and the cause. However, little is known how to associate with the appropriate cause to be a good fit link for increasing CRM effectiveness. In a present study, two high-fit strategies were examined: consistency fit (i.e., a cause and a product have consistent images or similar values) and compensation fit (i.e., a selected cause is used to improve a harmful image of the product through a compensation act). Deciding upon the best fit to employ is especially important for marketers in situations when consumers perceive the product as harmful and thus already have negative perceptions. Regarding these harmful products, this research elaborates on the concept of product-cause fit by examining how consumer perceptions of fit nature affect attitudes toward the sponsoring company and purchase intention in purchase situations with different product types (i.e., practical or frivolous products). The results indicate that consumer attitudes toward a sponsoring company are evaluated more favorable when the chosen cause is based on consistency fit rather than compensation fit. More interestingly, when promoting frivolous products, the consistency fit and the compensation fit strategies have similar effects on CRM effectiveness. When the product nature is perceived as practical, the consistency fit between the product and the cause is more effective in promoting CRM.

傷害性產品的善因行銷研究-產品與善因之間的關連性和產品類別之影響 = Does Product-Cause Fit Really Matter in Cause-Related Marketing for Harmful Products?Influences of Fit Nature and Product Type
李, 佳穎

傷害性產品的善因行銷研究-產品與善因之間的關連性和產品類別之影響 = Does Product-Cause Fit Really Matter in Cause-Related Marketing for Harmful Products?Influences of Fit Nature and Product Type / 李佳穎撰 - [高雄市] : 撰者, 2008[民97]. - 116面 ; 圖，表 ; 30公分.
指導教授：張純端參考書目：面67-73.
產品與善因之間的合適性product-cause fit

傷害性產品的善因行銷研究-產品與善因之間的關連性和產品類別之影響 = Does Product-Cause Fit Really Matter in Cause-Related Marketing for Harmful Products?Influences of Fit Nature and Product Type
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