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善因营销成效的影响因素探析 被引量：9

The Exploration on the Influence Factors Model of the Effectiveness of Cause-Related Marketing
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摘要 善因营销是一种有效但不可滥用的营销战略工具,其成效的影响因素错综复杂。在对善因营销的众多研究成果回顾和分析的基础上,构建了善因营销成效影响因素模型,并对模型的六大构面及其相关变量进行了探讨和论述,希望对我国善因营销的研究和实践都有所启示。 Cause- related Marketing is effective, but not an abusive strategetic marketing tool, the influence factors of its effectiveness are complex. On the base of the results of research on Cause - related Marketing, the article builds the model of the influencing factors of Cause - related Marketing, and demonstrates six elements related. The article may be helpful to the research and practice on Cause -related Marketing in China.
作者 于坤章 俞赟芳 陈琳
机构地区 湖南大学工商管理学院
出处 《湖南大学学报（社会科学版）》 CSSCI 北大核心 2009年第2期53-57,共5页 Journal of Hunan University(Social Sciences)
关键词 善因营销 善因营销成效 运作模式 影响因素模型 Cause - Related Marketing the effectiveness of Cause - Related Marketing operation mode the influence factors model
分类号 F045.1 [经济管理—政治经济学]
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参考文献17

  • 1Lavack Anne M,.Kropp Fredric.A Cross-Cultural comparison of consumer attitudes towards cause-related marketing[J].Social Marketing Quarterly,2003,9(2):3.
  • 2Larry,Ipshita.Saving the World With Cause-related Marketing[J].Marketing Management,2007,16(4):48-51.
  • 3赵宝春,田志龙.善因营销中的消费者感知和反应研究[J].经济与管理,2007,21(2):70-73. 被引量：5
  • 4Varadarajan R.P.,Menon,A.Cause-Related Marketing:A Coalignment of Marketing Strategy and Corporate Philanthropy[J].Journal of Marketing,1988,52:58-74.
  • 5Michael J.,Andrew T.,Anthony D.Consumer response to retailer use of cause-related marketing:is mole fit better?[J].Journal of Retailing,2007,83(4):437-445.
  • 6Barone,Miyazaki Kimbedy A.Taylor.et al."The lnfluence of Cause-Related marketing on Consumer Choice:Does One Goed Turn Deserve Another?"[J].Journal of the Academy of Market-ingScience,2000,28(2)248-262.
  • 7Dean,Dwane Hal.Consumer Perception Of Corporate Donations:Effects Of Company Reputation For Social Responsibility And Type Of Donation[J].Journal Of Advertising;Winter 2003/2004.32 (4):91-102.
  • 8G.Douglas Olsen,John W.Pracejus,Norman R.Brown.When Profit Equals Price:Consumer Confusion About Donation Amounts in Cause-RelatedMarketing[J].Journal of Public Policy & Mar-keting,2003,22(2):170-180.
  • 9Barbara A.Lafferty.Ronald E.Goldsmith.Cause-brand alli-ances:does the cause heIp the brand or does the brand help the cause?[J].Joumal of Business Research,2005,58(4):423-429.
  • 10Xiaoli Nan,Kwangjun Heo.Consumer response to corporate social responsibility(CSR) initiatives:Examining the Role of Brand-Cause Fit in Cause-Related Marketing[J].Journal of Advertis-ing,2007,36(2):63-74.

二级参考文献22

  • 1Barnes,Nora Ganim; Fitzgibbons,Debra A.Business Charity Links:Is Cause Related Marketing in Your Future? Business Forum; Fall 1991; 16,4,pg.20-23.
  • 2File,Karen Maru;Prince,Russ Alan.Cause related marketing and corporate philanthropy in the privately held enterprise.Journal of Business Ethics; Oct 1998;17,14,pg.1529-1629.
  • 3Webb,Deborah J;Mohr,Lois A.A typology of consumer responses to cause-related marketing:From skeptics to socially concerned Journal of Public Policy & Marketing.Chicago:Fall 1998.Vol.17,Iss.2,pg.226-238.
  • 4Docherty,Sylvie; Hibbert,Sally.Examining company experiences of a UK cause-related marketing campaign.International Journal of Nonprofit and Voluntary Sector Marketing; Nov 2003; 8,4,pg.378-389.
  • 5Varadarajan,P.Rajan; Menon,Anil.Cause-Related Marketing:A Coalignment Of Marketing Strateg.Journal of Marketing; Jul 1988; 52,3,pg.58-74.
  • 6Endacott,Roy William John.Consumer and CRM:A national and global perspective.The Journal of Consumer Marketing; 2004; 21,2/3,pg.183-189.
  • 7Dean,Dwane Hal.Consumer Perception Of Corporate Donations:Effects Of Company Reputation For Social Responsibility And Type Of Donation.Journal Of Advertising; Winter 2003/2004; 32,4,pg.91-102.
  • 8Lafferty,Barbara A.Brand Spirit:How Cause-related Marketing Builds Brands.The Journal of Product and Brand Management.Santa Barbara:2001.Vol.10,Iss.4/5,pg.321-323.
  • 9Yechiam,Eldad; Barron,Greg; Erev,Ido; Erez,Miriam.On the robustness and the direction of the effect of causerelated marketing.Journal of Consumer Behaviour;,Jun2003; 2,4,pg.320-332.
  • 10Polonsky,Michael Jay; Wood,Greg.Cause related marketing:Does the cause always win? American Marketing Association.Conference Proceedings.Chicago:1999.Vol.10,pg.153-154.

共引文献4

同被引文献181

引证文献9

二级引证文献73

湖南大学学报（社会科学版）
2009年 第2期

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