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The Influence of Cause-Brand Alliance on Consumer Responses |
ZHOU Yan-feng FAN Qi-feng HUANG Guang |
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Abstract This paper investigates the situation of corporate philanthropy, and explores three factors that might have major effects on cause-brand alliance. It shows that brand awareness and product fit have significant impacts on consumers’ attitude towards the brand, product quality perception and purchase intention; a consumer sanction towards the cause-brand alliance has significant impact on product quality perception and purchase intention. It also found that brand awareness and product fit have significant interaction effect on consumers’ quality perception, brand awareness has a stronger effect than product fit, only when the brand awareness is low, the effect of the product fit can be seen.
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Received: 19 December 2007
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Corresponding Authors:
ZHOU Yan-feng
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