臺灣博碩士論文加值系統

Cause-related marketing is a way for company in establishing long-term differentiation from its competitors and adding value to the corporate brand. It is also one of effective positioning strategies that can create and maintain favorable brand images and gives the company a competitive advantage because of its long-term strategic. The objectives of this study include investigating the effects of cause-brand fit and location on brand credibility, brand attitude, and participation intentions in cause-related marketing; investigating the relationship between brand credibility, brand attitude, and participation intentions in cause-related marketing; investigating the interaction effects between fit and location on the brand credibility, and brand attitude. This study used 2 (cause-brand fit: high and low) x 3 (location: developing, undeveloped, and developed countries) factorial design to test the hypotheses. The results of this study indicate that the credibility of brand and attitude toward the brand tend to become more positive related to the high fitness between cause and brand in cause-related marketing campaign. The credibility of brand and attitude toward the brand tend to become more positive when the implementation of cause-related marketing campaign is in the local area (home country) than in non-local area (foreign country). Furthermore, consumers’ attitude toward the brand and consumers’ intentions to participate in cause-related marketing campaign are tend to become more positive when the brand is highly credible. Finally, the consumers’ intention to participate in cause-related marketing campaign tends to become more positive when the consumers’ attitude toward the brand is positive.

Cause-related marketing is a way for company in establishing long-term differentiation from its competitors and adding value to the corporate brand. It is also one of effective positioning strategies that can create and maintain favorable brand images and gives the company a competitive advantage because of its long-term strategic. The objectives of this study include investigating the effects of cause-brand fit and location on brand credibility, brand attitude, and participation intentions in cause-related marketing; investigating the relationship between brand credibility, brand attitude, and participation intentions in cause-related marketing; investigating the interaction effects between fit and location on the brand credibility, and brand attitude. This study used 2 (cause-brand fit: high and low) x 3 (location: developing, undeveloped, and developed countries) factorial design to test the hypotheses. The results of this study indicate that the credibility of brand and attitude toward the brand tend to become more positive related to the high fitness between cause and brand in cause-related marketing campaign. The credibility of brand and attitude toward the brand tend to become more positive when the implementation of cause-related marketing campaign is in the local area (home country) than in non-local area (foreign country). Furthermore, consumers’ attitude toward the brand and consumers’ intentions to participate in cause-related marketing campaign are tend to become more positive when the brand is highly credible. Finally, the consumers’ intention to participate in cause-related marketing campaign tends to become more positive when the consumers’ attitude toward the brand is positive.

ABSTRACT...........................................................................iii
ACKNOWLEDGEMENT....................................................................iv
CONTENTS...........................................................................v
LIST OF TABLES.....................................................................viii
LIST OF FIGURES....................................................................ix
CHAPTER ONE INTRODUCTION...........................................................1
1.1 Research Background and Motivation............................................1
1.2 Research Objectives...........................................................3
1.3 Research Flow.............................................................3
1.4 Structure of the Research.................................................4
CHAPTER TWO LITERATURE REVIEW......................................................6
2.1 Corporate Social Responsibility (CSR) and Cause-Related Marketing (CRM).......6
2.1.2 Cause-Related Marketing (CRM)...............................................7
2.2 Definition of Theory and Research Constructs..................................8
2.2.1 Fit.........................................................................8
2.2.2 Location....................................................................9
2.2.3 Brand Credibility...........................................................10
2.2.4 Brand Attitude..............................................................11
2.2.5 Participation Intentions....................................................12
2.3 Interrelationship among Research Constructs and Hypotheses Development........13
2.3.1 The Effects of Cause-Brand Fit on Brand Credibility and Brand Attitude......13
2.3.2 The Effects of Location on Brand Credibility and Brand Attitude.............13
2.3.3 The Interaction Effects of Fit and Location.................................14
2.3.4 The Effects of Brand Credibility on Brand Attitude..........................15
2.3.5 The Effects of Brand Credibility and Brand Attitude on Participation Intentions..........15
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY......................................17
3.1 Conceptual Model..............................................................17
3.2 Research Hypotheses...........................................................17
3.3 Research Design...............................................................19
3.4 Stimulus Development..........................................................20
3.5 Constructs Measurement and Questionnaire Design...............................21
3.5.1 Manipulation Check..........................................................21
3.5.2 Dependent Variables.........................................................23
3.6 Sampling Plan.................................................................24
3.7 Data Analysis Procedure.......................................................24
3.7.1 Descriptive Statistic Analysis..............................................24
3.7.2 Purification and Reliability of the Measurement Variables...................25
3.7.3 One-way Analysis of Variance (ANOVA.........................................26
3.7.4 Two-way Analysis of Variance (ANOVA).........................................26
3.7.5 Linear Regression Analysis...................................................26
CHAPTER FOUR RESULTS AND DATA ANALYSIS.............................................27
4.1 Descriptive Analysis..........................................................27
4.1.1 Characteristics of Respondents...............................................27
4.1.2 Measurement Results of Relevant Variables...................................28
4.2 Factor Analysis and Reliability Check.........................................29
4.2.1 Fit.........................................................................30
4.2.2 Location....................................................................30
4.2.3 Brand Credibility...........................................................31
4.2.4 Brand Attitude..............................................................31
4.2.5 Participation Intention.....................................................32
4.3 Manipulation Check in Main Study..............................................33
4.3.1 Manipulation Check on Product Brand.........................................33
4.3.2 Manipulation Check on Cause-Brand Fit.......................................33
4.3.3 Manipulation Check on Location..............................................33
4.3.4 Correlation Matrix for All Variables........................................34
4.4 Hypotheses Testing............................................................34
4.4.1 The Effect of Cause-Brand Fit...............................................34
4.4.2 The Effect of Location......................................................35
4.4.3 The Interaction Effects of Cause-Brand Fit and Location.....................37
4.4.4 The Relationship between Brand Credibility, Brand Attitude, and Participation Intentions..40
CHAPTER FIVE CONCLUSIONS AND SUGGESTIONS...........................................42
5.1 Research Conclusions..........................................................42
5.2 Suggestions and Implications..................................................45
5.2.1 Academic Implication........................................................45
5.2.2 Managerial Implication......................................................45
5.3 Limitations and Future Research Directions....................................46
REFERENCES.........................................................................47
APPENDICES.........................................................................52
Appendix 1: English Questionnaire..................................................52
Appendix 2: Indonesian Questionnaire...............................................60
Appendix 3: Cause-Related Marketing Advertisement 1................................68
Appendix 4: Cause-Related Marketing Advertisement 2................................69
Appendix 5: Cause-Related Marketing Advertisement 3................................70
Appendix 6: Cause-Related Marketing Advertisement 4................................71
Appendix 7: Cause-Related Marketing Advertisement 5................................72
Appendix 8: Cause-Related Marketing Advertisement 6................................73

Aaker, David A. (1991). Managing brand equity. New York: Free Press.
Anuar, M. M. & Mohamad, U. (2011). Examining the effects of cause-proximity and gender on consumers’ response to cause-related marketing: evidence from Malaysia. International Journal of Marketing Studies, 3 (3): 174-181.
Barone, M., Norman, A. & Miyazaki, A. (2007). Consumer response to retailer use of cause-related marketing: Is more fit better? Journal of Retailing, 83 (4): 437-445.
Becker-Olsen, K.L., Cudmore, B.A. & Hill, R.P. (2006). The impact of perceived corporate social responsibility on consumer behaviour. Journal of Business Research, 59 (1): 46-53.
Bhattacharya, C. & Sen, S. (2003). Consumer-company identification: A framework for understanding consumers’ relationships with companies. Journal of Marketing, 67: 76-88.
Bigne-Alcaniz, E., Curras-Perez, R., Ryuz-Mafe, C. & Sanz-Blas, S. (2012). Cause-related marketing influence on consumer response: The moderating effect of cause-brand fit. Journal of Marketing Communications, 18 (4): 265–283.
Bigne-Alcaniz, E., Curras-Perez, R., & Sanchez-Garcia, I. (2009). Brand credibility in cause-related marketing: The moderating role of consumer values. Journal of Product & Brand Management, 18 (6): 437–447.
Brinol, P., Petty, R. E., & Tormala, Z. L. (2004). Self validation of cognitive responses to advertisements. Journal of Consumer Research, 30(4): 559–573.
Brown, T.J. & Dacin, P.A. (1997). The company and the product: Corporate associations and consumer product responses. Journal of Marketing, 60: 71-87.
Burton, S. & Lichtenstein, D.R. (1988). The effect of ad claims and ad context on attitude toward the advertisement. Journal of Advertising, 17 (1): 3–11.
Calder, B. J., Phillips, L. W., & Tybout, A.M. (1981). Designing research for application. Journal of Consumer Research, 8: 197–207.
Cone, R. (2008). Past. Present. Future. The 25th anniversary of cause marketing. PDF file available at: http://www.coneinc.com/research/archive.php [2012, October 11]
Cone, R. (2010). Nonprofit marketing trend tracker. PDF file available at: http://www.coneinc.com/research/archive.php [2012, October 11]
Creyer, E. & Ross, W. (1997). The impact of corporate behavior on perceived product value. Marketing Letters, 7(2): 173–185.
Cui Y., Trent E.S., Sullivan P.M, & Matiru G.N. (2003). Cause-related marketing: How generation y responds. Journal of Marketing Management, 31(6/7): 310–22.
Drumwright, M. (1996). Company advertising with a social dimension: The role of non-economic criteria. Journal of Marketing, 60 (4): 71–87.
Ellen, P.S., Mohr L.A., & Webb D.J. (2000). Charitable programs and the retailer: Do they mix?. Journal of Retailing, 76(3): 393-406.
Erdem, T. & Swait, J. (1998). Brand equity as a signaling phenomenon. Journal of Consumer Psychology, 7 (April): 131–57.
Erdem T., & Swait, J. (2004). Brand credibility, brand consideration, and choice. Journal of Consumer Research, 31(1): 191–198.
Erdem, T., Swait, J., & Louviere, J. (2002). The impact of brand credibility on consumer price sensitivity. International Journal of Research in Marketing, 19: 1–19.
Fishbein, M. & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
Folse, J.A.G., Niedrich, R.W., & Grau, S. L. (2010). Cause-relating marketing: The effects of purchase quantity and firm donation amount on consumer inferences and participation intentions. Journal of Retailing, 86: 295–309.
Grau, S.L. & Folse, J.A.G. (2007). Cause-related marketing: The influence of donation proximity and message-framing cues on the less-involved consumer. Journal of Advertising, 36(4): 19-33.
Keller, K.L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57 (1): 1–22.
Kottler, P. & Lee, N. (2005). Corporate social responsibility: Doing the most good for your company and your cause. New Jersey: John & Sons, Inc.
Lafferty, B.A. (2007). The relevance of fit in a cause-brand alliance when consumers evaluate corporate credibility. Journal of Business Research, 60: 447-453.
Lafferty, B.A. & Goldsmith, R.E. (1999). Corporate credibility’s role in consumers’ attitudes and purchase intentions when a high versus low credibility endorser is used in the ad. Journal of Business Research, 44: 109–116.
Lafferty B.A. & Goldsmith, R.E. (2005). Cause–brand alliances: Does the cause help the brand or does the brand help the cause?. Journal of Business Research 58: 423-429.
Lafferty, B., Goldsmith, R. & Hult, T. (2004), “The impact of the alliance on the partners: A look at cause-brand alliances. Psychology and Marketing, 21 (7): 509-31.
La Ferle, C., G. Kuber & S.M. Edward. (2011). Factors impacting responses to cause-related marketing in India and the United States: Novelty, altruistic motives, and company origin. Journal of Business Research.
Landreth, S. (2002). For a good cause: The effect of cause importance, cause proximity, congruency and participation effort on consumer’s evaluation of cause related marketing. Michigan: Proquest Information and Learning Company.
Landreth, S., Pirsch, J., & Garretson, J. (2004). Cause related marketing campaign donation structures: Maximizing firm benefit and minimizing consumer mistrust. American Marketing Association Marketing and Public Policy Proceedings, 14. Debbie Scammon, Marlys Mason, and Rob Mayer, eds., Chicago: American Marketing Association, 116–119.
Lichtenstein, D.R., Drumwright M.E., & Braig, B.M.. (2004). The effect of corporate social responsibility on customer donations to corporate-supported nonprofits. Journal of Marketing, 68: 16–32.
Maathuis, O., Rodenburg, J., & Sikkel, D. (2004). Credibility, emotion, or reason? Corporate Reputation Review, 6(4): 333–345.
Malhotra, N.K. 2007. Marketing research: An applied orientation. New Jersey: Pearson Education, Inc, Prentice Hall.
McWilliams, A. & Siegel, D. S. (2001). Corporate social responsibility: A theory of the firm perspective. Academy of Management Review, 26: 117–27.
Miniard, P.W., . Bhatla, S. & Rose, R.L. (1990). On the formation and relationship of ad and brand attitudes: An experimental and causal analysis. Journal of Marketing Research, 27: 290–303.
Mitchell, A. A. & Olson, J. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitudes?. Journal of Marketing Research, 18: 318–32.
Nan, X. & 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.
Newell, S. & Goldsmith, R. (2001). The development of a scale to measure perceived corporate credibility. Journal of Business Research, 52: 235-47.
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3): 39–52.
Pracejus, J.W. & Olsen, G.D. (2004). The role of brand/cause fit in the effectiveness of cause-related marketing campaigns. Journal of Business Research, 57(6): 635-640.
Rifon, N.J., Choi, S.M., Trimble, C.S. & 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.
Ross J.K, Patterson, L., & Stutts, M.A. (1992). Consumer perceptions of organizations that use cause-related marketing. Acad Market Sci J, 20 (1): 7-93.
Samu, S. & Wymer, W. (2009). The effect of fit and dominance in cause marketing communications. Journal of Business Research, 62: 432-440.
Simmons, C.J., & Becker-Olsen, K.L. (2006). Achieving marketing objectives through social sponsorships. Journal of Marketing, 70: 154–69.
Smith, G. (1994). Are good causes good marketing?. Business Week, 3363: 64–66.
Smith, S.M. & Alcorn D.S. (1991). Cause-marketing: A new direction in the marketing of corporate responsibility. J Serv Mark, 5(4): 21–37.
Spence, M. (1974). Market signaling. Cambridge: Harvard University Press.
Till, B. D. & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intentions, and brand beliefs. Journal of Advertising, 29(3):1-13.
Trimble, C. & Rifon, N. (2006). Consumer perceptions of compatibility in cause-related marketing messages. International Journal of Nonprofit and Voluntary Sector Marketing, 11 (1): 29-47.
UNDP. (2011). Human development report. PDF available at: http://hdr.undp.org/en/reports/global/hdr2011/ [2012, October 2]
Varadarajan, P.R. & Menon, A. (1988). Cause-related marketing: A coalignment of marketing strategy and corporate philanthropy. Journal of Marketing, 52: 58-74.
Wang, X. & Yang, Z. (2010). The effect of brand credibility on consumers’ brand purchase intention in emerging economies: The moderating role of brand awareness and brand image. Journal of Global Marketing, 27: 177-188.
Webb, D. J. & Mohr, L. A. (1998). A typology of consumer responses to cause-related marketing: From skeptics to socially concerned. Journal of Public Policy & Marketing, 17 (2): 226-238.
Westberg, K. & Pope, N. (2012). Building brand equity with cause-related marketing: A comparison with sponsorship and sales promotion. Journal of Marketing Communications, 1st Article: 1-19.
Winterich, K.P. & Barone, M.J. (2011). Warm glow or cold, hard cash? Social identity effects on consumer choice for donation versus discount. Journal of Marketing Research, 48(11): 855-868.
Yavas, U., Woodbridge, A., Ashill, N. J., & Krisjanous, J. (2007). Attitudes of tweeners to caused-related marketing: A New Zealand study. Scientific Journal of Administrative Development, 5: 34-52.
Zdravkovic, S., Magnusson, P. & Stanley, S.M. (2010). Dimension of fit between a brand and a social cause and their influence on attitudes. International Journal of Research in Marketing, 27: 151-160.