항공사의 공익연계 마케팅의 효과에 관한 연구－혜택의 유형과 속성형태의 조절효과를 중심으로－
A Study on Effect of Cause-Related Marketing of Aviation Company －Focusing on Moderating Effects of Type of Benefit and Attribute－
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This research examines the effect of cause-related marketing(CRM) in airline industry. Especially, this research examines moderating effect of type of benefit and attribute on CRM. For this end, this research is composed of 2(type of benefit: self-related vs. other-related)×2(type of attribute: key attribute vs. trivial attribute) mixed subject designs. The significant empirical research outcome: the main effects of type of benefit and attribute were significant. The interaction effect(perceived sincerity×type of benefit) was significant. Specially, in the condition of trivial attribute, consumers evaluated more positively on condition of high perceived sincerity rather than low perceived sincerity. But in the condition of key attribute, consumers’ evaluation was non-significant. Based on these results, implications for effective airline CRM strategy are discussed.
Abstract
This research examines the effect of cause-related marketing(CRM) in airline industry. Especially, this research examines moderating effect of type of benefit and attribute on CRM. For this end, this research is composed of 2(type of benefit: self-related vs. other-related)×2(type of attribute: key attribute vs. trivial attribute) mixed subject designs. The significant empirical research outcome: the main effects of type of benefit and attribute were significant. The interaction effect(perceived sincerity×type of benefit) was significant. Specially, in the condition of trivial attribute, consumers evaluated more positively on condition of high perceived sincerity rather than low perceived sincerity. But in the condition of key attribute, consumers’ evaluation was non-significant. Based on these results, implications for effective airline CRM strategy are discussed.
참고문헌 (22)
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