Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/58758
|
| Title: | 公益行銷的適配組合：企業品牌個性、代言人類型、活動類型、人格特質
The Optimal Composition of Caused-Related Marketing: Brand Personality, Endorser Type, Philanthropy, and Personality |
| Authors: | 李家名
Li, Chia-Ming |
| Contributors: | 李嘉林
李家名
Li, Chia-Ming |
| Keywords: | 適配
公益行銷
品牌個性
代言人類型
公益活動類型
fit
brand personality
endorser type
philanthropy
big five personality |
| Date: | 2012 |
| Issue Date: | 2013-07-11 16:06:16 (UTC+8) |
| Abstract: | 近半世紀以來，在許多市場競爭激烈的已開發國家中，公益行銷已被許多企業用來作為創造差異化價值的工具；隨著實務界的發展，學術上也有許多研究投入心力關注此議題，探討企業與公益活動間適配度高低對公益行銷成效的影響，以及探討不同公益活動與企業間的適配類型，不過少有文獻討公益行銷組合的適配原則。本研究透過聯合分析法，想了解企業品牌個性、代言人、公益活動以及消費者本身個性四者間不同適配組合的適配性，以找出公益行銷的適配原則。
本研究以聯合分析法與單因子變異數分析為主要工具。透過前測，我們把8個受測企業(消費性電子產品品牌商)以品牌個性分成4類，以及將代言人類型分為3類（名人、專家、卡通人物）、公益活動類型分成5種（環保、體育、教育、社會福利、社區服務），並選出代表受測水準；下一步則是將選出的水準排列組合成60張卡片，接著利用正交法將公益行銷的組合簡化，最後留下12張卡片作為正式施測使用。
本研究的結果指出：整體受測者認為最適合執行公益行銷的品牌個性與企業是「純真強壯型acer」，最偏好的代言人是「名人型的孫越」，最喜歡的活動是「社會福利型的急難救助」，這三個屬性的結合就是最適配的公益行銷組合；三個屬性的重要性依序是「公益活動的類型」、「品牌個性」、「代言人類型」。我們對於這樣的結果做了詮釋，也對沒有出現預期結果的組合做了解釋，並總結研究結果提出了實務上的建議；最後是本論文的研究限制與未來研究方向。
It is commonly accepted that cause-related marketing (CRM) is a communications tool for brand differentiation, increasing customer loyalty and building reputation. Whether CRM campaigns succeed or not depend a great deal upon how customers perceive the reasons for a company’s involvement in cause-related programs, as result the congruence of a company and cause matters. According to literature review, there many types of fit between company and cause, but fewer studies indicate what attributes of a CRM campaign are really match.
The purpose of this thesis is to find what attributes, such as brand personality, endorser type as well as philanthropy, are the best congruent combination for CRM campaigns. The results indicate that consumers care more about ‘‘what they do’’ than ‘‘with whom they associate themselves.’’ |
| Reference: | Aaker, D.A. (1996). Measuring brand equity across products and markets. California Management Review, spring 1996, 38(3), 102-120.
Aaker, J.L. (1997). Dimensions of Brand Personality, Journal of Marketing Research, 34, 347-356
Barone, M., Norman, A. and Miyazaki, A. (2007). Consumer response to retailer use of cause-related marketing: is more fit better? Journal of Retailing, 83(4), 437-45.
Batra, R., Lehmann, D.R. and Singh D. (1993). The Brand Personality Component of Brand Goodwill: Some Antecedents and Consequences, in Brand Equity and Advertising, David A. Aaker and Alexander Biel, eds. Hillsdale, New Jersey: Lawrence Erlbaum Associates.
Becker-Olsen, K.L., Cudmore, B.A. and Hill, R.P. (2006). The impact of perceived corporate social responsibility on consumer behaviour. Journal of Business Research, 59(1), 46-53.
Bekkers, R. (2006). Traditional and Health-Related Philanthropy: The Role of Resources and Personality, Social Psychology Quarterly, 69(4), 349-366.
Brønn, P.S. and Vrioni, A.B. (2001). Corporate social responsibility and cause-related marketing: an overview, International Journal of Advertising, 20, 207–222.
Brown, T.J. and Dacin, P.A. (1997). The Company and the Product: Corporate Associations and Consumer Product Responses. Journal of Marketing, 61(January), 68-84.
Burke, B. (1994). Position, personality, not price, should frame consumer messages. Brandweek, 35, 36.
Callcott, M.F. and Lee, W.N. (1995). Establishing the Spokes- Character in Academic Inquiry: Historical Overview and Frame work for Definition. Advances in Consumer Research, 22(1), 144-151.
Costa, P.T. and McCrae, R.R. (1986). Personality stability and its implications for clinical psychology. Clinical Psychology Review, 6, 407-423.
Costa, P.T. and McCrae, R.R. (1992). Manual of the Revised NEO Personality Inventory. Psychological Assessment Resource.
Douma, M.U., Bilderbeek, J., Idenburg, P.J., and Looise, J.K. (2000). Strategic alliances: Managing the dynamics of fit. Long Range Planning, 33(4), 579–598.
Du, S., Bhattacharya, C. and Sen, S. (2007). Reaping relational rewards from corporate social responsibility: the role of competitive positioning. International Journal of Research in Marketing, 24(3), 224-241.
Ellen, P., Mohr, L. and Webb, D. (2000). Charitable programs and the retailer: do they mix? Journal of Retailing, 76(3), 393-406.
Ellen, P., Webb, D. and Mohr, L. (2006). Building corporate associations: consumer attributions for corporate socially responsible programs. Journal of the Academy of Marketing Science, 34(2), 147-57.
Enrique, B., Rafael, C.P. and Joaquin, A.M. (2010). Dual nature of cause-brand fit. European Journal of Marketing, 46(3/4), 575-594.
Erdogan, B.Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291-314.
Freiden, J.B. (1984). Advertising spokesperson effects: An examination of endorser type and gender on two audiences. Journal of Advertising Research, 24 (October/November), 33-41.
Grahn, J.L., Hannaford, W.J., and Laverty, K.J. (1988). Corporate philanthropy and marketing strategy: A review and directions for research. AMA Educators Proceedings, Series 53, M. R. Solomon et al., eds, Chicago: American Marketing Association, 67-69
Gupta, S. and Pirsch, J. (2006). The company-cause-customer fit decision in cause-related marketing. Journal of Consumer Marketing, 23(6), 314-26.
Gwinner, K. and Eaton, J. (1999). Building brand image through event sponsorship: the role of image transfer. Journal of Advertising, 28(4), 47-57.
Hoeffler, S. and Keller K.L. (2002). Building Brand Equity through Corporate Societal Marketing. Journal of Public Policy and Marketing, 21(1), 78-88.
Keller, K.L. (1998). Strategic Brand Management., New Jersey, Prentice Hall.
Kim, N., Sung, Y., Lee, M. (2012). Consumer Evaluations of Social Alliances: The Effects of Perceived Fit Between Companies and Non-Profit Organizations. J Bus Ethics, 109,163–174
Kim, N., Cho, E., Kim, Y. and Lee, M. (2011). Developing an effective strategic mix of corporate philanthropy, The Service Industries Journal, 31(7), 1049–1062.
Lafferty, B., Goldsmith, R. and Hult, T. (2004). The impact of the alliance on the partners: a look at cause-brand alliances. Psychology and Marketing, 21(7), 509-531.
Lafferty, B. (2007). The Relevance of Fit in a Cause-Brand Alliance When Consumers Evaluate Corporate Credibility. Journal of Business Research, 60, 447-453.
Levy, S.J. (1959). Symbols for Sales. Harvard Business Review, 37(4), 117- 124.
Maignan, I., Ferrell, O. and Ferrell, L. (2005). A stakeholder model for implementing social responsibility in marketing. European Journal of Marketing, 39(9/10), 956-977.
Malhotra, N. (1988). Self-concept and product choice: an integrated perspective. Journal of Economic Psychology, 9(1), 1–28.
McCracken, G. (1989). Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research, 16(3), 310-321.
Menon, S., and Kahn, B.E. (2003). Corporate sponsorships of philanthropic activities: When do they impact perceptions of sponsor brand? Journal of Consumer Psychology, 13(3), 316–327.
Mullen, J. (1997). Performance-based corporate philanthropy: How ‘giving smart’ can further corporate goals. Public Relations Quarterly, 42(2), 42–48.
Nan, X. and Heo, K. (2007). Consumer responses to corporate social responsibility (CSR) initiatives: Examining the role of brand-cause fit in cause-related marketing. Journal of Advertising, 36(2), 63-74.
Ouwersloot, H., and Tudorica, A. (2001). Brand Personality Creation through Advertising. MAXX Working Paper Series.
Park, B. (1986). Method for Studying the development of impressions of real people. Journal of Personality and Social Psychology, 51, 907- 917.
Parker, B.T. (2005). This brand’s for me: Brand personality and user imagery based self-congruity, University of Florida, 27.
Petty, R.E., Cacioppo, J.T. and Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10(2), 135-146.
Phau, I. and Lau, K.C. (2001). Brand personality and consumer self-expression: Single or dual carriageway? Journal of Brand Management, 8(6), 428–444.
Phillips, B.J. (1996). Defining trade character and their role in American popular culture. Journal of Popular Culture, 20(4), 143-158.
Plummer, J.T. (1985). Brand personality: a strategic concept for multinational advertising. paper presented at the AMA Winter Marketing Educators Conference, Phoenix, AZ.
Pracejus, J.W.G. and Douglas, O. (2004). The role of brand/cause fit in the effectiveness of. Journal of Business Research, 57 (2004), 635–640.
Rifon, N., Choi, S., Trimble, C. and Li, H. (2004). Congruence effects in sponsorship: The mediating role of sponsor credibility and consumer attributions of sponsor motive. Journal of Advertising, 33(1), 29-42.
Salamon, L. M. (1992). America’s nonprofit sector: A primer. New York: Foundation Center. 10.
Saxton, T. (1997). The effects of partner and relationship characteristics on alliance outcomes. Academy of Management Journal, 40(2), 443–462.
Sirgy, J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9(3), 287–300.
Speed, R. and Thompson, P. (2000). Determinants of sports sponsorship response. Journal of the Academy of Marketing Science, 28(2), 226-238.
Stafford, M. R., Thomas, F. Stafford, and Ellen, D. (2002). A Contingency approach: The effects of spokesperson type and service type on service advertising perceptions. Journal of Advertising, 31(2), 17-34.
Strahilevitz, M. and Myers, J.G.(1998). Donations to charity as purchase incentives: How well they work may depend on what you are trying to sell. Journal of Consumer Research, 24(4), 434-446.
Sutherland, J., Marshall, S., and Parker, B.T. (2004). Real, ideal, and undesired self concepts and their effects on viewer preferences: Who do you love? Paper Presented at the American Academy of Advertising, Baton Rouge, LA, March.
Tokar, D. M., Fischer, A. R., Snell, A. F., & Harik-Williams, N. (1999). Efficient assessment of the five-factor model of personality: Structural validity analyses of the NEO Five-Factor Inventory (Form S). Measurement and Evaluation in Counseling and Development, 32, 14–30.
Trimble, C. and Rifon, N. (2006). Consumer perceptions of compatibility in cause-related marketing messages. International Journal of Nonprofit and Voluntary Sector Marketing, 11(1), 29-47.
Varadarajan, P.R. and Menon, A. (1988). Cause-Related Marketing: A coalignment of marketing strategy and corporate philanthropy, Journal of Marketing, 52 (July), 58-74.
任維廉、涂榮庭、胡友維、呂堂榮(2009)。好事是否做對了？運輸企業善因行銷策略之研究。都市交通半年刊，24(1)，1-14。
別蓮蒂(2009)。領導者個性、企業文化與品牌個性間之關係初探—長期歷史觀點。行政院國家科學委員會專題研究成果報告（報告編號：NSC 96-2416-H-004-010-MY2），未出版。
別蓮蒂、游舒惠(2002)。企業贊助公益活動之動機、決策與影響因素。廣告學研究，18，53-95。
吳欣諭(2013)。非營利組織善因行銷：電視廣告分析。中國文化大學新聞學系碩士論文，未出版，台北。
康永華(1991)。企業公益形象與消費者行為之研究。國立交通大學管理科學研究所碩士論文，未出版，新竹。
康家維(2008)。品牌性格本土化量表編製之初探〉。國立政治大學心理學研究所碩士論文，未出版，台北。
張春興(2000)。現代心理學。台北：東華書局。
黃俊英(2000)。多變量分析。台北 : 中國經濟企業研究所出版，華泰總經銷。
黃薏如(2009)。代言人外表吸引力與類型對代言人可信度及廣告效果之影響─以公益廣告為例。國立雲林科技大學企業管理研究所碩士論文，未出版，雲林。
郭李靖(2003)。人格特質與品牌個性對品牌偏好的影響。國立交通大學管理科學研究所碩士論文，未出版，新竹。
詹孟真（1996）。理念相關行銷與涉入程度對品牌權益關係之研究。私立中原大學企業管理研究所碩士論文，未出版，桃園。
詹雪蘭（1997）。公益行銷對非營利組織之影響。國立交通大學管理科學研究所碩士論文，未出版，新竹。
趙義隆、王淑姿、劉念寧（1990）。大型企業贊助公益活動之研究。行政院國科會科資中心。
蔡秀青(2012)。善因行銷對企業品牌發展之影響-以台灣營建業個案為例。國立中興大學高階經理人碩士在職專班學位論文，未出版，台中。
劉念寧(1990)。大型企業贊助公益活動之研究。國立台灣大學商學研究所碩士論文，未出版，台北。
練乃華(1990)。推薦式廣告之溝通效果研究。國立台灣大學商學研究所碩士論文，未出版，台北。
鄭珠田（1995）。善因行銷活動對消費者購買行為影響之研究。國立交通大學管理科學研究所碩士論文，未出版，新竹。
顏龍蒂（1999）。議題相關行銷對品牌權益影響之研究。國立政治大學企業管理研究所碩士論文，未出版，台北。 |
| Description: | 碩士
國立政治大學
企業管理研究所
100355031
101 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G1003550312 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理學系] 學位論文
|
Files in This Item:
| File |
Size | Format | |
|---|
| 031201.pdf | 2878Kb | Adobe PDF2 | 221 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
