The Research About The Impact Of Consumer Brand Gender And Warmth Appeals On Cause-Related Marketing

With the rise of Consumer Citizenship consciousness,consumers not simply pursuing the maximization of personal utility,but incorporating external effects,environmental impact,sustainable development factors and social responsibility into the purchase decision.Higher social responsibility are needed for enterprises.While with the intensification of market competition,the survival environment of enterprises is becoming severer.In this context,Cause-Related Marketing has become an important tool for many enterprises to win the eyes of consumers,enhance their image,and realize the dual benefits of economic value and social value.CRM is a business strategy that links corporate performance with charitable behavior,and it is also an important measure for enterprises to enhance their image and assume social responsibility.Generally speaking,as long as the design and implementation are reasonable,CRM will achieve win-win results.The application of this method in enterprise practlice is not new,and the academia also pays much attention to it.Scholars have done lots of research on influencing factors of the effect of CRM activities.This paper focuses on the brand and the emotional appeal of advertising.Brands like human beings,have their own gender characteristics.So will these characteristics have differences in CRM activities?In addition,the emotional appeal in advertising has always been the focus of researchers'attention,especially the appeal of guilt,fear and so on.However,the research on the warm appeal is slightly poor.What impact does the warm appeal in advertising have on the advertising effect?Is there a matching relationship between warmth appeal and brand gender?Based on the literature review,combined with gender stereotype and empathy theory,this paper designs a research model including independent variables of brand gender,warmth appeal and dependent variables of causal marketing advertising effect.Warmth appeal acts as a moderating variable at the same time.In this paper,a scenario simulation method is used to design a total of six groups of experiments:3(masculine/feminine/androgynous)*2(emphasizing warmth appeal/not emphasizing warmth appeal).Emphasis is placed on exploring the influence of brand gender,warmth appeal and their interaction on the effect of causal marketing advertising.This paper invested 380 college students.Six groups of experiments have collected 347 questionnaires,with SPSS20.0 processed the data.The results as follows:(1)There are significant differences in the effect of the brand gender on the CRM advertisement Specifically,the effect of the bisexual brand is the best,followed by the feminized brand,and again by the masculine brand;(2)The advertising effect of emphasizing warmth appeal is better than that of not emphasizing warmth appeal;(3)there is interaction between brand gender and warmth appeal.When emphasizing warmth appeal,feminization brand has the best advertising effect,followed by androgyny brand and masculinization brand;when not emphasizing warmth appeal,masculinization brand has the best advertising eflfect,followed by androgyny brand and then masculinization brand.Finally,Based on the conclusion of this study,the marketing proposals as follow:(1)Pay attention to the difference of brand gender when designing and publicizing public welfare event activities.By comparison,the effect of androgynous gender brand advertising is the best,so enterprises should take building androgynous brand as the long-term goal of brand cultivation;(2)Pay attention to the difference of brand gender.Emphasizing the choice of emotional appeal,the use of warm appeal in advertising will improve the advertising effect;(3)Attention should be paid to the matching effect between emotional appeal and brand gender.The feminized brand should show more warm appeal.When the gender of the brand is male,the effect of reducing the elements that cause warm warmth in the advertisement will be better.