善因营销中的消费者感知和反应研究

On the Cognition and Response of Consumers in Cause-related Marketing

善因营销是企业履行社会责任的重要战略形式,因兼顾企业、消费者、非营利组织、社会等多方利益而广受关注。消费者对企业及其善因营销行为的感知和反应是善因营销战略能否成功的关键,但影响感知和反应的因素错综复杂,包含了资助时间、规模、事项类型、企业声誉及消费者个性等不同方面,不同的企业应该区别对待。

Cause-related marketing（ CRM ）, as an important strategy, has been paid widely attention just for enterprises, non-profit organizations （NPOs）, consumers and other social members involved can benefit from it. The cognition and response of consumers are vital in CRM. However, these cognition and response are affected by diverse and complicated factors such as the time and scale of donation, type of the cause, enterprises＂ reputation and consumers＂ personality.