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因果关系营销:一项关于产品类型和感知契合度如何影响消费者反应的实验研究

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发布于 2018-4-26 16:37:31 | 显示全部楼层 |阅读模式
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外文标题: Cause-related marketing: An experimental study about how the product type and the perceived fit may influence the consumer response
外文摘要: Although previous cause-related marketing literature has examined the role of the nature of the product
and the perceived fit between the product and the cause, there is no clear consensus yet regarding the
effect of these variables. This study contributes to existing literature by shedding light on the role that
these two key factors have on consumer response. A 2 (utilitarian products vs. hedonic products) × 2
(perceived fit: high vs. low) between-subjects factorial design was used to test the hypotheses. The
results indicate that the nature of the promoted product used in the cause-related marketing campaign
influences both brand attitude and purchase intention. Specifically, the attitude towards the brand was
greater for the hedonic products than the utilitarian ones. By contrast, cause-relatedmarketing campaigns
linked to utilitarian products lead to higher purchase intentions. In addition, perceived fit between the
product and the cause seems to play a key role, as this variable positively influences both the credibility
of the campaign and the attitude towards the brand. The results provide useful guidelines for marketers
in designing their cause-related marketing initiatives.
英关键词: Cause-related marketing Product type Perceived fit Consumer response
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译文标题: 因果关系营销:一项关于产品类型和感知契合度如何影响消费者反应的实验研究
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