An Empirical Research On The Effects Of Cause-related Marketing On Consumer Brand Loyalty In China

Nowadays, as expectations regarding social responsibilities from its corporations arise, companies worldwide have to take actions for societal problems. In such a dilemma, cause-related marketing provided corporation with the idea of an operational tool that will combine the charitable goals with enterprise business objectives, it becomes an effective social marketing strategy oriented tool. However, how the cause-marketing affects the consumers'brand attitude is still a question.However, cause-related marketing is not a marketing tool of abuse; it works only on considering the relevant factors on the base of full understanding of consumer's attitude of cause-related marketing. Due to different national conditions, the applicability of cause-related marketing in China has not yet to be verified, and cause-related marketing in China, the practice and theoretical research have not carried out a lot, there are not many researches on domestic academic journals and magazines in public. Most researches are just the conclusion on foreign study, the theoretical studies are few.In such background, based on reviewing related literatures and depth interviews, this study constructed a theoretical model influence consumer behavior intention and forming a brand loyalty model of cause—related marketing.The research carried through the empirical study on the proposed theoretical model.By using of questionnaire survey, SPSS 13.0 statistical software to analyze the survey data, we got the following conclusions:First, there are nine varibles of cause-related marketing affect differently towards brand loyalty.Second, Involvement in cause-related marketing and corporate credibility,the image and reputation of enterprise,regionality will have an important influence on consumer's behavioral intention.Third, The background variables of gender,age, educational background,income and vocational have different impact on behavioral intention. According to the conclusions of the study, managerial implications are as follows: the enterprises should pay attention to the maintenance and enhancement of reputation; need to take measures to guide the consumer to the enterprise altruistic motive perception; make sure that the information of cause-related marketing activity is true and reliable.