An Investigation into the Impact of Online Visual Communication on Consumer Brand Perception in Cause-related Marketing of Enterprises
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
This study aims to investigate the impact of online visual communication on consumer brand perception in the process of corporate cause-related marketing. The research employs a literature analysis method and is grounded in the theoretical framework of Corporate Cause-Related Marketing and Visual Communication Theory. The focus of the study is on the role of online visual communication in enhancing consumers’ brand perception and the consistency of goodwill perceptions with cause-related activities. Empirical analysis is facilitated by the acquisition of consumer survey data. The findings indicate that online visual communication enhances brand perception but does not significantly affect the match of goodwill perceptions. The study underscores the importance of companies selecting philanthropic campaigns for cause-related marketing that align with their image and the psychological needs of their target demographic. The findings provide insights for companies aiming to improve their marketing strategies and consumer engagement.
Abstract
This study aims to investigate the impact of online visual communication on consumer brand perception in the process of corporate cause-related marketing. The research employs a literature analysis method and is grounded in the theoretical framework of Corporate Cause-Related Marketing and Visual Communication Theory. The focus of the study is on the role of online visual communication in enhancing consumers’ brand perception and the consistency of goodwill perceptions with cause-related activities. Empirical analysis is facilitated by the acquisition of consumer survey data. The findings indicate that online visual communication enhances brand perception but does not significantly affect the match of goodwill perceptions. The study underscores the importance of companies selecting philanthropic campaigns for cause-related marketing that align with their image and the psychological needs of their target demographic. The findings provide insights for companies aiming to improve their marketing strategies and consumer engagement.
참고문헌 (12)
- Andreasen, A. R., "Profits for Nonprofits : Find a Corporate Partner", Harvard Business Review, 74(6), pp.47~50 (1996)
- Arashloo, S. R., "Dynamic TextureRepresentation Using a Deep Multi-Scale Convolutional Network", Journal ofVisual Communication and Image Representation, 43, pp.89~97 (2017)
- Ferraris, A., "Refining the RelationBetween Cause-Related Marketing and Consumers Purchase Intentions : ACross-Country Analysis", International Marketing Review, 37(4), pp.651~669 (2020)
- Kamineni, R., "Influence of Materialism, Gender and Nationality on ConsumerBrand Perceptions", Journal of Targeting, Measurement and Analysis forMarketing, 14, pp.25~32 (2005)
- Liu, X., "Application of the Internet Technology in the Visual CommunicationDesign", Big Data Analytics for Cyber-Physical System in Smart City: BDCPS 2019, pp.1701~1706 (2020)
- Malthouse, E. C., "ManagingCustomer Relationships in the Social Media Era : Introducing the Social CRMHouse", Journal of Interactive Marketing, 27(4), pp.270~280 (2013)
- Ouyang, M., "Research on Visual Communication Design System Based onEmbedded Network", Microprocessors and Microsystems, 81, pp.103789~ (2021)
- Partouche, J., "Effects ofCause-Related Marketing Campaigns on Consumer Purchase Behavior AmongFrench Millennials : A Regulatory Focus Approach", International MarketingReview, 37(5), pp.923~943 (2020)
- Robinson, S. R., "Choice of Cause inCause-Related Marketing", Journal of Marketing, 76(4), pp.126~139 (2012)
- Schnurr, B., "The Impact of Atypical Product Design on Consumer Product andBrand Perception", Journal of Brand Management, 24(6), pp.609~621 (2017)
- Varadarajan, P. R., "Cause-Related Marketing : A Coalignment of Marketing Strategy and Corporate Philanthropy", Journal of Marketing, 52(3), pp.58~74 (1988)
- Yuan, X., "Analysis on the Influence of Core Nodes of Visual Communication Symbols in Cross Cultural Advertising Network Communication", 2019 11thInternational Conference on Measuring Technology and Mechatronics Automation(ICMTMA), pp.531~536 (2019), IEEE