Consumer Perceptions of Compatibility in Cause-Related Marketing Messages
Consumer Perceptions of Compatibility in Cause-Related Marketing Messages
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消费者对与原因相关的营销信息中的兼容性的看法
DOI：
10.1002/nvsm.42
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发表时间：
2006
影响因子：
--
通讯作者：
Nora J. Rifon
中科院分区：
文献类型：
--
作者：
C. Trimble;Nora J. Rifon
当赞助公司或品牌的形象与名人或赞助活动相匹配时，消费者对名人代言和赞助等营销努力的反应更积极。
作者在与事业相关的营销背景下探讨了兼容性的概念。一项实验的结果证实了赞助商/事业相容在建立消费者对捐赠者的积极看法方面的作用，并强调了影响对事业及其与捐赠者相容的看法的个人特征的重要性。文中还讨论了理论和战略意义以及未来的研究方向。
版权所有©2006 John Wiley&Sons，Ltd.
Consumers respond more positively to marketing efforts, like celebrity endorsements and sponsorships, when the image of the sponsoring company or brand is compatible with the celebrity or sponsored event.
The authors explore the concept of compatibility within a cause-related marketing context. The results of an experiment confirm the role of sponsor/cause compatibility for the creation of positive consumer perceptions of the donor, and highlight the importance of individual characteristics that affect perceptions of the cause and its compatibility with a donor. Theoretical and strategic implications and future research directions are discussed.
Copyright © 2006 John Wiley & Sons, Ltd.