공익연계(cause-related) 마케팅 프로그램의 성과에 영향을 미치는 요인에 관한 연구
A study for the factors influencing the performance of cause-related marketing programs
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Cause-related marketing program is becoming one of fast-growing marketing areas. Manycompanies participate in cause-related marketing programs like donation, volunteering, issue-fightingcampaigns.This study identified the influence of cause-brand fit, brand familiarity, company credibility tocustomer attitude and cause-related marketing performance. Empirical study showed the result thatcause-brand fit affects customer attitude and cause-related marketing performance for the cause-related marketing programs. This results suggests the implication that cause-brand fit is the more important than brand familiarityand company credibility when marketers design cause-related marketing programs.
Abstract
Cause-related marketing program is becoming one of fast-growing marketing areas. Manycompanies participate in cause-related marketing programs like donation, volunteering, issue-fightingcampaigns.This study identified the influence of cause-brand fit, brand familiarity, company credibility tocustomer attitude and cause-related marketing performance. Empirical study showed the result thatcause-brand fit affects customer attitude and cause-related marketing performance for the cause-related marketing programs. This results suggests the implication that cause-brand fit is the more important than brand familiarityand company credibility when marketers design cause-related marketing programs.