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    题名: 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
    作者: 李家名
    Li, Chia-Ming
    贡献者: 李嘉林
    李家名
    Li, Chia-Ming
    关键词: 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
    日期: 2012
    上传时间: 2013-07-11 16:06:16 (UTC+8)
    摘要: 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.’’
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    描述: 碩士
    國立政治大學
    企業管理研究所
    100355031
    101
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G1003550312
    数据类型: thesis
    显示于类别:[企業管理學系] 學位論文

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