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研究生：	張登桂 Chang, Teng-Kuei
論文名稱：	產品種類及聯盟動機對善因品牌聯盟夥伴關係的影響 The Impacts of the Cause-Brand Alliance on Partners: The Moderating Effects of Product Type and Alliance Motivation
指導教授：	吳萬益 Wu, Wann-Yih
學位類別：	碩士 Master
系所名稱：	管理學院 - 企業管理學系 Department of Business Administration
論文出版年：	2006
畢業學年度：	94
語文別：	英文
論文頁數：	95
中文關鍵詞：	善因行銷、善因品牌聯盟、適配度、產品種類、善因動機、購買意願
外文關鍵詞：	Product type, Cause-brand alliance (CBA), Cause-related marketing (CRM), Fit, Purchase intent, Motivation of support for the cause
相關次數：	點閱：241 下載：2
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企業的社會責任已經是近年來國際社會所重視的企業指標之一，企業如何在追求獲利的同時，兼顧發揮企業的社會責任，則是目前國際企業努力的目標。其中品牌結合慈善公益已經變成企業常用的行銷手法，藉此來提高品牌形象或增加產品銷售，該行銷方式稱之為策略性善因行銷或善因品牌聯盟。
本研究的第一個目的是整合相關文獻並採用態度可及性、一致性及資訊整合理論來發展一個全面性的善因品牌聯盟模型。本研究的第二個目的是去評估產品種類及消費者知覺品牌支持善因動機對於善因品牌聯盟的干擾效果。本研究採用實驗設計法，使用2（產品種類：實用性與娛樂性）×2（支持善因的動機：利己動機及利他動機）來進行實驗。研究結果發現如下：
1.品牌與非營利組織進行善因品牌聯盟時，消費者先前對於品牌或非營利組織的態度、品牌名稱適配度、產品種類適配度及支持善因聯盟活動的時間深度會影響到該聯盟的成功與否。
2.產品在進行善因品牌聯盟之後，消費者對於品牌（或非營利組織）的態度是否會提升，主要是受到聯盟前消費者對於品牌（或非營利組織）的態度及消費者對於善因品牌聯盟活動態度所影響；此外，消費者對於善因品牌聯盟態度的高低會影響到消費者對於產品的購買意願。
3.不同的產品種類對於聯盟後消費者對品牌及非營利組織的態度會有影響：高善因品牌聯盟態度在娛樂性產品上會引發較正向的聯盟後品牌態度，而非營利組織態度則無差異；低善因品牌聯盟態度在娛樂性產品上會引發較負向的聯盟後品牌態度及非營利組織態度。此外，不同的支持善因動機對於聯盟後消費者對品牌的態度也會有影響：消費者對於利他動機會比利己動機會有高的聯盟後品牌態度，而且在高善因品牌態度上，不同動機對聯盟後品牌態度會有很大的差異。

Partnering charitable causes with brands has become a common practice for many marketing programs and it is strategically referred to as cause-related marketing or cause-brand alliance. One purpose of this study is to integrate relevant literature and use attitude accessibility, congruity, and information integration theories to develop a comprehensive research model of cause-brand alliances and identify the antecedent and consequential research variables of the model. The other purpose of this study is to examine the effects of product type and motivation of support for the cause on the cause-brand alliances and empirically test the research model. Hypotheses were tested by using a 2 (product type - frivolous and practical) × 2 (motivation of support for the cause – altruistic and egoistic) factorial design. The results of the study are as follows:
1. The pre-attitude toward the brand (cause) has a significant effect on the post-attitude toward the brand (cause).
2. The impacts of pre-attitude toward the cause, pre-attitude toward the brand, brand name fit, product category fit, length of support on the attitude toward the cause-brand alliance have significant difference.
3. Attitudes toward both the cause and those toward the brand and purchase intent can be enhanced as a consequence of an alliance if perceptions of the alliance are favorable.
4. The product types moderate the effectiveness of the attitude toward the cause and the brand. Besides, motivation of support for the cause moderates the effectiveness of the attitude toward the brand.

TABLE OF CONTENT
ABSTRACT  I
TABLE OF CONTENT  IV
LIST OF TABLES  VI
LIST OF FIGURES  VII
CHAPTER ONE INTRODUCTION  1
1.1   Research Background and Motivation  1
1.2   Research Objectives  4
1.3   Research Procedure  5
1.4   Research Structure  6
CHAPTER TWO LITERATURE REVIEW  8
2.1   Introduction of Cause-Related Marketing (CRM)  8
2.2   Definition of Relevant Research Variables  11
2.2.1 Brand Attitude  11
2.2.2 Attitude toward the Cause  12
2.2.3 Attitude toward the Cause-Brand Alliance  13
2.2.4 Fit  14
2.2.5 Length of Support  15
2.2.6 Purchase Intent  16
2.2.7 Type of Product  16
2.2.8 The Motivation of Support for the Cause  17
2.3   Interrelationship among Research Constructs  17
2.3.1 The Influences of Pre-attitude and Post-attitude on the Cause 
      and Brand  17
2.3.2 The Influences of Pre-attitude toward the Cause and Brand on Attitude
      toward the Cause-Brand Alliance  19
2.3.3 The Influences of Brand Name Fit on Attitude toward the Cause-Brand 
      Alliance  20
2.3.4 The Influences of Product Category Fit on Attitude toward the Cause-
      Brand Alliance  22
2.3.5 The Influences of Length of Support on Attitude toward the Cause-Brand
      Alliance  24
2.3.6 The Influences of Attitude toward Cause-brand Alliance on Post-exposure 
      Attitude toward the Cause and Brand  26
2.3.7 The Influences of the Attitude toward the Cause-Brand Alliance on 
      Purchase Intent  27
2.3.8 The Moderating Effects of Product’s Types on Post-attitude toward the
      Brand and the Cause  28
2.3.9 The Moderating Effects of the Motivation of Support for the Cause on the 
      Post-attitude toward the Brand  29
CHAPTER THREE RESEARCH HYPOTHESES AND METHODOLOGY  32
3.1   The Conception Model  32
3.2   Research Hypotheses  32
3.3   Research Design  34
3.3.1 Operational Definition of Research Variable  35
3.3.2 Pilot Test  42
3.3.3 Questionnaire Design and Sampling Plan  44
3.3.4 Procedure  45
3.3.5 Data Analysis Procedure  46
CHAPTER FOUR RESEARCH ANALYSIS AND RESULTS  50
4.1   Description Analysis  50
4.2   Factor Analysis and Reliability Test  51
4.3   Hypothesis Test  53
4.3.1 The Influences of Pre-attitude and Post-attitude on the Cause and 
      Brand  53
4.3.2 The Influences of Pre-attitude toward the Cause and Brand, Brand Name 
      Fit, Product Category Fit, and Length of Support on the Attitude toward
      the Cause-brand Alliance  55
4.3.3 The Influences of Attitudes toward the Cause-brand Alliance on Post-
      exposure Attitudes toward the Brand and Cause, and Purchase Intent  57
4.3.4 The Moderating Effects of Product’s Type on Post-attitudes toward the
      Brand and Cause  60
4.3.5 The Moderating Effects of the Motivation of Support for the Cause on 
      Post-attitude toward the Brand  64
4.4   Structural Equation Model (SEM)  67
CHAPTER FIVE CONCLUSIONS AND SUGGESTIONS  72
5.1   Research Conclusions  72
5.2   Research Limitations and Suggestions  79
REFERENCES  81
APPENDIX  88

LIST OF TABLES
Table 3- 1 Factorial Design of this Study  35
Table 3- 2 The Variable Compositions in Each Experiment Condition  44
Table 4- 1 Characteristics of the Respondents (n=255)  51
Table 4- 2 Factor Analysis and the Reliability Test of the Constructs  52
Table 4- 3 Regression Models for Pre-attitude toward the Brand Influencing 
           Post-attitude toward Brand  54
Table 4- 4 Regression Models for Pre-attitude toward the Cause Influencing 
           Post-attitude toward Cause  54
Table 4- 5 Regression Models for Factor Influencing the Attitude toward the 
           Cause-brand Alliance  56
Table 4- 7 Regression Models for the Attitude toward the Cause-brand Alliance
           Influencing the Post-exposure Attitude toward the Brand  58
Table 4- 8 Regression Models for the Attitude toward the Cause-brand Alliance  
           Influencing the Post-exposure Attitude toward the Cause  58
Table 4- 9 Regression Models for the Attitude toward the Cause-brand Alliance  
           Influencing the Purchase Intent  59
Table 4- 10 Analysis of Variance for the Post-attitude toward the Brand (Type 
           of Product)  61
Table 4- 11 Analysis of Variance for the Post-attitude toward the Cause (Type 
           of Product)  63
Table 4- 12 Analysis of Variance for the Post-attitude toward the Brand 
           (Motivational Difference)  65
Table 4- 13 The Results of Structure Equation Model  70

LIST OF FIGURES
Figure 1- 1 The Conceptual Framework of this Study  4
Figure 1- 2 The Research Procedures of This Study 5
Figure 3- 1 The Research Model of This Study  32
Figure 4- 1 Moderating Effects of Type of Product on Post-Attitude to the 
            Brand  61
Figure 4- 2 Moderating Effects of Type of Product on Post-Attitude to the 
            Cause  63
Figure 4- 3 Moderating Effects of Motivation on Post-Attitude to the 
            Brand  65
Figure 4- 4 Structural Equation Model of this Study  68

                                    

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校內：2009-07-25公開
校外：2009-07-25公開

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