The Research On The Choice Of Cause In CRM After Brand Scandal

Brand scandal happens more frequently in recent years.Cause-related marketing(CRM),which can enhance the brand attitude effectively as a strategic tool,has attracted campaigns'attention.The pattern of CRM is increasingly diversified,and there is a new patteren which allows consumers to choose the cause that receives the donation.It is necessary to demonstrate that,comparing with the campaigns determine the cause,whether allow consumers to choose the cause which receives the donation will lead to greater consumer support.However,consumer psychology becomes more complex after scandal.It is important to select the right pattern of CRM based on consumer regulatory focus for the campaigns.This paper researched the interactive impact of choice of cause in CRM and consumer regulatory focus on brand attitude by three experiments and SPSS 21.0.Specifically,for prevention focus consumers,campaigns had better not provide them with the choice of cause after scandal.The conclusion provides practical guidance for campaigns to maximize the effectiveness of CRM campaigns and response to the crisis effectively.