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    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: http://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

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