The Way of Cause-Related Marketing

本研究提出了事业关联营销(CRM)的框架及其传播方式，以期以环境友好型产品实现可持续社会。我们分析了消费者对原因品牌的接受程度，这些价值观揭示了这些价值观是如何随着经济状况、自然灾害等而随着时代的变化而变化的。我们还研究了使用不同类型的CRM消息来提升和差异化品牌的方法。

This study proposed the framework of Cause-Related Marketing (CRM) and the way of its communication in order to achieve a sustainable society with environmentally friendly products. We analyzed consumers' acceptability of cause brands based on the values which shed light on and how these values are changing with the times as a result of economic conditions, natural disasters, and so on. We also examined the way to enhance and differentiate brands using different types of CRM messages.