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    政大機構典藏 > 學術期刊 > 第三部門 > 期刊論文 >  Item 140.119/128510
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/128510


    Title: 形象契合度、知覺風險與善因行銷
    Image Fit, Perceived Risk, and Cause-related Marketing
    Authors: 鄭焜中
    陳霖賢
    蔡侑達
    蔡偉婷
    Contributors: 第三部門
    Keywords: 善因行銷;第三部門;形象契合度;cause-related marketing;NGOs;fit
    Date: 2009-03
    Issue Date: 2020-02-05 14:39:20 (UTC+8)
    Abstract: 自1980年代起,於全球化及尖端通訊科技的推動下,公部門的權力逐漸衰退,私人企業的勢力崛起,第三部門自然必須審視如何與私人部門互動。愈來愈多的第三部門已與私人部門形成策略夥伴關係,而善因行銷更是兩者間的熱門合作方式,且已逐漸成為企業行銷策略的一部分。本研究的目的即在透過不同的虛擬情節,以了解善因行銷對營利及非營利機構的影響,以期提供組織於設立善因行銷方案時的參考。此外,雖然過去若干國內研究已注意到契合度的問題,但對契合度的定義卻甚為分歧,而就少數有關形象契合度的研究而言,研究者並未嚴格區分產品品牌形象與企
    Relation: 第三部門, 11, 97-143
    Data Type: article
    Appears in Collections:[第三部門] 期刊論文

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