Empirical Study On The Effects Of Corporate Public Welfare Marketing On The New Consumers’ Brand Attitude And Purchase Intentions

Public welfare marketing, as a new approach which combines social responsibilityand corporate development strategy, effectively integrates social public interest andcorporate self-interest. With the development of Corporate Citizenship awareness,Public welfare marketing has become an important means of many foreign companies tostrengthen their brand positioning, establish a brand image, and achieve long-termdevelopment. In china, many large enterprises has recognized the importance of takingparticipation to the public welfare, and beginning to get involved. But there are manyproblems of Public welfare marketing in china. For instance, the forms of Publicwelfare marketing are simple, the enterprises can’t grasp the diversity of public welfare,the result of public welfare marketing is not significant or the result is difficult tomaintain, and so on. From the results of the current study, China’s corporate haveidentified the important role of public welfare marketing activities, but they are not ableto determine that the public welfare marketing how to affect customers and whichaspects of customers may be influenced.In this social background, this article begins with the current research status of publicwelfare marketing and divides six types of public welfare marketing. At the same time,in this research, the brand attitude and purchase intention as the standards to measurethe effects of public welfare marketing. By analyzing the different ways of publicwelfare marketing influence on consumers’ brand attitudes and purchase intention to putforward the corresponding management advice to the corporate. Meanwhile, this paperchooses Lenovo as an example and chooses the new customers who have many newAge characteristics as the research object, use SPSS19.0and AMOS17.0to analysis ofresearch data.The study found that six kinds of public welfare marketing of corporate have differenteffects for new consumers. Cause-related marketing, social marketing, employeevolunteering and socially responsible business practices influence the cognitive brandattitude. Corporate cause promotion, social marketing, employee volunteering andsocially responsible business practices influence the emotional brand attitude. Onlysocially responsible business practices can directly affect the purchase intention.However, social marketing and employee volunteering can indirectly affect thepurchase intention, throwing the brand attitude. Since this research chooses the highinvolvement product, customers have complex purchasing decisions for this kind ofproduces, so some public welfare marketing methods only affect new consumers’ brandattitude. Through the differentiation analysis of the influence of the six public welfaremarketing methods on attitudes and purchase intentions of new consumers, it is notdifficult to find that,the new consumers prefer the public welfare marketing methods which have a longer implementation cycle, relate to corporate development, involvehuman resource investment of corporate, and closely relate to the new consumers’ life orsocial issues which they focus on.