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Study on the Effect of Cause-brand Fit to Cause-related Marketing in the Perspective of Brand Alliance

Author: LiHui
Tutor: LiHang
School: Yanshan University
Course: Management Science and Engineering
Keywords: brand alliance cause-related marketing cause-brand alliance marketing matching structural equation
CLC: F274
Type: Master's thesis
Year: 2013
Downloads: 1
Quote: 0
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Abstract


With the competition of the global market becoming increasingly fierce today, the awareness of the importance of the brand assets is continuously enhanced. As an important way of brand asset utilization, brand alliance strategy has been used by a lot of enterprises as a key strategy to maintain the survival and development. Since the concept of brand alliance is put forward, scholars have viewed it as cooperation between for-profit firms, and viewed the cooperation between the enterprise and the non-profit organizations as the related marketing activities.The research about the brand alliance and cause-related marketing has already been a lot both at home and abroad, especially very rich in brand alliance fit perspective of brand alliance effect, which mainly refers to the matching cooperation brand in brand equity, product features, brand image, brand of origin and so on. The study shows higher matching level leads to consumers’ higher evaluation of brand joint. But studies on Cause-Related Marketing matching is not that much, especially from the perspective of brand alliance for research on the matching between enterprise and brand cause-related marketing is rare. Moreover it mainly stay in the theory stage, empirical research is scanty. A number of studies have demonstrated that, the relationship between enterprises and the Charity Association is the key factor to influence the cause-related marketing success.The main purpose of this study is from the research results at home and abroad, conduct a study of influence of brand and business matching for cause-related marketing effect from the perspective of brand alliance. Through reviewing and summarizing the research results obtained by the brand at home and abroad, a further analysis on cause-related marketing, brand and business matching, functional matching, the core value of brand image matching and target matching market will be taken. Corresponding theoretical assumptions will be put forward through the field of consumer research, to verify theoretical hypotheses by using structural equation modeling. Taking the research result as references, put forward some corresponding suggestions for the implementation of corporate cause-related marketing strategy.

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