论企业善因营销对消费者态度的影响

被引：30

作者：

黄化锋

黄光跃

张新国

机构：

[1] 中南财经政法大学工商管理学院

来源：

中南财经政法大学学报 | 2010年 / 01期

关键词：

善因营销; 消费者态度; 品牌介入度;

D O I：

暂无

中图分类号：

F274 [企业供销管理];

学科分类号：

1201 ;

摘要：

在综合善因营销各种调节变量基础上,选取消费者对公益事业的态度、品牌的介入度、企业与公益事业/非营利组织的匹配度、消费者对企业及其动机感知和企业对善因营销的宣传等5个变量,构建了善因营销影响消费者态度的综合模型,探讨善因营销对消费者态度的影响,认为"公益"和"利益"双赢的善因营销是能被现代社会公众所理解和接受的新营销手法,选择合适的公益项目、进行专业化运作并作为企业长期战略行为,是善因营销成功的保障。

引用

页码：107 / 114

页数：8

共 12 条

[1] 善因营销的实施之道 [J].

沐子健 .

中国企业家, 2004, (05) :128-130

[2]

消费者行为学[M]. 机械工业出版社 , (美)德尔·I.霍金斯（DelI.Hawkins）等著, 2002

[3]

The company-cause-customer fit decision in cause-related marketing[J] . Shruti Gupta,Julie Pirsch.Journal of Consumer Marketing . 2006 (6)

[4]

The Effect of Multiple Extrinsic Cues on Quality Perceptions: A Matter of Consistency[J] . Anthony D. Miyazaki,Dhruv Grewal,Ronald C. Goodstein.Journal of Consumer Research . 2005 (1)

[5] Building brand equity through corporate societal marketing [J].

Hoeffler, S ;

Keller, KL .

JOURNAL OF PUBLIC POLICY & MARKETING, 2002, 21 (01) :78-89

[6]

Charitable programs and the retailer: do they mix?[J] . Pam Scholder Ellen,Lois A Mohr,Deborah J Webb.Journal of Retailing . 2000 (3)

[7] Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes [J].

Simonin, BL ;

Ruth, JA .

JOURNAL OF MARKETING RESEARCH, 1998, 35 (01) :30-42

[8]

Company Advertising with a Social Dimension: The Role of Noneconomic Criteria[J] . Journal of Marketing . 1996 (4)

[9] ORGANIZING SUCCESSFUL CO-MARKETING ALLIANCES [J].

BUCKLIN, LP ;

SENGUPTA, S .

JOURNAL OF MARKETING, 1993, 57 (02) :32-46

[10]

Consumer perceptions of organizations that use cause-related marketing[J] . John K. Ross,Larry T. Patterson,Mary Ann Stutts.Journal of the Academy of Marketing Science . 1992 (1)

← 1 2 →