Cause-related marketing is not always less favorable than corporate philanthropy: The moderating role of self-construal
Cause-related marketing is not always less favorable than corporate philanthropy: The moderating role of self-construal
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公益营销并不总是不如企业慈善事业：自我构念的调节作用
DOI：
10.1016/j.ijresmar.2016.03.003
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发表时间：
2016-12-01
影响因子：
7
通讯作者：
Huang, Yunhui
中科院分区：
文献类型：
--
作者：
Chen, Zengxiang;Huang, Yunhui
本研究探讨了公益营销与企业慈善活动在提升品牌相关结果方面的有效性，以及自我关怀的调节作用。我们证明，总体而言，CRM有助于改善品牌形象，消费者自我品牌的连接，和购买意愿比企业慈善事业。然而，这两种类型的企业社会责任的方法之间的差异效果是由消费者的自我concerns调节。具体来说，消费者相互依存的自我concerns，但不是那些独立的自我concerns，无论是测量（研究1，3和4）或启动（研究2），响应CRM一样有利，因为他们没有企业慈善事业。一项关于多个真实的品牌的调查进一步证实，消费者越是相互依赖，他们就越不可能喜欢企业慈善事业而不是CRM（研究5）。然而，当互惠规范通过一个不相关的任务变得突出时，独立的消费者会像那些相互依赖的自我安慰者一样做出反应，以同样的方式对待CRM和企业慈善事业（研究4）。(C)2016由Elsevier B.V.出版
The present research examined the effectiveness of cause-related marketing (CRM) relative to corporate philanthropy in enhancing brand related outcomes and the moderating role of self-construal. We demonstrated that, overall, CRM helps less in improving brand image, consumer self-brand connection, and purchase intention than corporate philanthropy. However, this differential effect between the two types of corporate social responsibility approaches is moderated by consumers' self-construal. Specifically, consumers with interdependent self-construal, but not those with independent self-construal, either measured (Studies 1, 3 and 4) or primed (Study 2), responded to CRM as favorably as they did to corporate philanthropy. A survey regarding multiple real brands further confirmed that the more interdependent the consumers, the less likely they were to prefer corporate philanthropy over CRM (Study 5). However, when the reciprocity norm was made salient through an irrelevant task, independent consumers responded like those with interdependent self-construal, treating CRM and corporate philanthropy in the same way (Study 4). (C) 2016 Published by Elsevier B.V.