Empirical Research On Multinational Public Service Marketing Influence On Consumer Brand Attitudes

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. For the successful operations on the cause-marketing, some multi-national corporations have set a good example for others. This paper takes Coca cola as a target multi-national corporation for the empirical study.The study uses SPSS11.5 and AMOS7.0 statistical software to analyze the survey data, and comes to the following conclusions:(1)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 promotion only positively affects the purchase intension.(2) The six varibles of cause-related marketing affect differently towards three brand attitudes. For example, attitude to the cause, involvement in the international brand and corporate credibility affect more to the cognitive brand attitude. Besides, attitude to the cause, involvement in the international brand, corporate credibility and promotion significantly influence purchase intension, and the cognitive and affective brand attitude appears to play a mediating variable in them to affect purchase intension.(3) Both the cognitive and affective brand attitudes positively and significantly affect purchase intension, and the cognitive brand attitude affects more. (4)The Female have a more favorable attitude than the male. The age group between 18-30 perceives better than other groups. The student group whose disposable personal income per month below 800 Yuan show that they support cause-related marketing while their purchase intension is weaker than the group above 800 Yuan because the money is limited. However, they are the main potential consumers and steady support for cause-related marketing in the near future.Last but not the least, some suggestions for the companies home and abroad to plan a cause-related marketing campaign in China are also provided.