| 品牌与善因的匹配对善因营销的影响研究 |
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| 引用本文： | 樊建锋,田志龙.品牌与善因的匹配对善因营销的影响研究[J].当代经济管理,2010,32(1):18-22. |
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| 作者姓名： | 樊建锋 田志龙 |
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| 作者单位： | 1. 华中科技大学,湖北,武汉,430074;五邑大学,广东,江门,529020
2. 华中科技大学,湖北,武汉,430074 |
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| 基金项目： | 国家自然科学基金《消费者规范理性与企业善因行为及其关联性研究》(70672038) |
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| 摘 要： | 通过文献回顾分析了企业与善因的匹配对善因营销效果的影响,结果发现,这种匹配对善因营销效果的影响不仅与消费者感知的匹配程度有关,同时还取决于消费者感知到的匹配类型(形象匹配与功能性匹配),以及许多调节变量(产品类型、购买情境、消费者对企业和善因的涉入及熟悉程度等)的影响。进而总结了目前研究的空白和不足,为未来的研究提出了建议。
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| 关 键 词： | 善因营销 匹配 形象匹配 功能性匹配 |
Research on Influence of the Matching between Brand and Cause on Effect of Cause-Related Marketing |
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| Fan Jianfeng,Tian Zhilong.Research on Influence of the Matching between Brand and Cause on Effect of Cause-Related Marketing[J].Contemporary Economic Management,2010,32(1):18-22. |
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| Authors: | Fan Jianfeng Tian Zhilong |
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| Institution: | 1.School of Management;Huazhong Science and Technology University;Wuhan 430074;China;2.School of Management;Wuyi University;Jiangmen 529020;China |
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| Abstract: | The paper analyzes the influence of the matching between cause and brand on the effect of the Cause-Related Marketing(CRM) through reviewing the literatures.The results showed that the effect of CRM depend not only on the degree of matching,but also on the matching types(functional matching and image matching),as well as lots of moderator variables(product type,purchase situation,consumer involvement and familiarity of brand and cause etc.).Finally,the gaps of the current researches and suggestions for the ... |
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| Keywords: | cause-related marketing matching image matching functional matching |
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