政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/113134

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | Items with full text/Total items : 113648/144635 (79%)
Visitors : 51578993 Online Users : 597

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer

政大機構典藏 > 理學院 > 心理學系 > 期刊論文 > Item 140.119/113134

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/113134

Title:	The Impact of Consumer Evaluation on the Cause-Related Marketing
Authors:	李嘉林 Lee, Chia-Lin
Contributors:	企管系
Keywords:	Cause-related Marketing;Brand Schema;Between-partner Congruence;Attributelevel Uncertainty
Date:	2017-07
Issue Date:	2017-09-28 17:39:09 (UTC+8)
Abstract:	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.
Relation:	Asia Marketing Journal, Vol.19, No.1, pp.1-17
Data Type:	article
DOI 連結:	http://dx.doi.org/10.15830/amj.2017.19.1.1
DOI:	10.15830/amj.2017.19.1.1
Appears in Collections:	[心理學系] 期刊論文

Files in This Item:

File	Description	Size	Format
1911.pdf		259Kb	Adobe PDF2	406	View/Open

社群 sharing

著作權政策宣告 Copyright Announcement

1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.

Loading...