Guangzhou's Consumer's Attitudes And Associated Factors Towards L'Oreal's Cause-related Marketing

Cause-related marketing describes a commercial activity in which business join with charities or causes to market an image,Product,or services for mutual benefit.It originated from America 20 years ago and spread to China with the multi-national corporations' entry.Nowadays,.as expectations regarding social responsibilities from its corporations arise,companies worldwide have to take actions for societal Problems.However,how the cause-marketing affects the consumers' brand attitude is still a question.This paper takes L'Oreal as a corporation for the empirical study.The study uses SPSS17.0 and AMOS4.0 statistical software to analyze the survey data,and comes to the following conclusions:(1)Find out the six variables of cause-related marketing are attitude to the cause, involvement in the international brand,perceived motive,perceived staff's attitude, company-cause fit and corporate credibility(2)Attitude to the cause,involvement in the international brand and corporate credibility positively and significantly influence the brand attitude,while company-cause fit not.Perceived motive only affects the cognitive brand attitude and perceived staff's attitude only positively affects the affective brand attitude.Last but not the least,some suggestions for the companies to plan cause-related marketing campaign are also provided.