慈善营销何以成功?——从消费者行为视角探讨慈善营销效果、影响因素及其作用机制

What Makes a Successful Cause-Related Marketing?—From the Consumer Behavior Perspective to Understand Cause-Related Marketing Effects,Influential Factors and Underlying Mechanisms

慈善营销是被品牌和公司广泛运用的营销策略之一,亦是市场营销研究领域热门研究主题之一。慈善营销研究主要探讨慈善活动与营销活动结合会如何影响消费者决策与行为。本文旨在对过去三十余年(1988~2021年)消费者行为领域慈善营销研究进行系统回顾。首先对慈善营销与其相近概念进行辨析;其次总结慈善营销对情绪、态度及行为三方面的主要营销效果,并从公司及品牌、慈善、产品、消费者、营销传播五个方面全面梳理影响慈善营销效果的主要因素,进而归纳出情感、动机及认知三方面的作用机制;最后提出慈善营销未来研究方向,以期促进学术界对慈善营销的深入研究及业界慈善营销的实践发展。

Cause-Related Marketing(CRM)is one of the marketing strategies widely used by brands and companies,and it is one of the popular research topics in marketing domain.CRM research mainly studies the ways that the alliance between marketing activities and charity activities influences consumer decision-making and behaviors.This review systematically reviews papers on CRM research which published between 1988 and 2021 in consumer behavior research.First,this review distinguishes between CRM and other similar concepts,then summarizes three main marketing effects of CRM on emotions,attitudes and behaviors.Next,this review introduces main influential factors from five different perspectives,which are corporates and brands,charity,products,consumers and communications.This review also concludes three main mechanisms of action,emotions,motives and perceptions.Lastly,in order to stimulate the indepth discussions on CRM and improve CRM practices in the industry,this review presents some directions for future studies.