基于慈善捐赠的事业-品牌联盟对消费者响应的影响  

The Influence of Cause-Brand Alliance on Consumer Responses——Based on Corporate Philanthropy

作　　者：周延风[1] 范起凤[1] 黄光[1] 

机构地区：[1]中山大学管理学院,广东广州510275

出　　处：《商业经济与管理》2008年第5期61-68,共8页Journal of Business Economics

基　　金：国家自然科学基金项目(70772082);广东省自然科学基金项目(06023183);广东省软科学基金项目(2007B070900044)

摘　　要：文章以企业的慈善捐赠行为为例,探讨了对事业-品牌联盟有重要影响的三个因素。数据分析结果表明,企业捐赠的产品同非营利组织是否契合与事业-品牌联盟受消费者影响大小对消费者品牌态度、质量感知及购买意愿均存在显著影响;企业知名度对品牌态度与质量感知存在显著影响。另外,研究还发现企业知名度与捐赠产品契合度对消费者质量感知存在显著影响,企业知名度作用强于捐赠契合度,当企业知名度低时,捐赠是否契合的作用才会突显出来。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＇ attitudes 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 has also found that brand awareness and product fit have significant interaction effect on consumers＇ quality perception, that brand awareness has a stronger effect than product fit, and only when the brand awareness is low, the effeet of the product fit can be seen.

关 键 词：慈善捐赠 事业-品牌联盟 品牌态度 质量感知 购买意愿 

分 类 号：F279.2[经济管理—企业管理] C915[经济管理—国民经济]