공익연계 마케팅이 소비자 반응에 미치는 효과

초록

The practice of companies linking the purchases of their products with donations to charity is commonly referred to as 'cause-related marketing'. The cause-related marketing campaigns are ever increasing in Korea as well as in the U.S., the U.K., Australia etc., but the studies dealing with its effects have not much done yet. In this respect this study was designed to investigate whether the perceived intention by consumers, the nature of a cause, and the magnitude of a donation in a cause-related marketing campaign affect the consumers' responses(attitude toward the corporation, attitude toward the brand, purchase intention). Thus 8 types of stimuli messages(product type(chocolate/milk)x the nature of a cause(support for hungry children/renovation of a university library) x the magnitude of a donation(5%/25%) was created and with them an experiment was conducted. According to the results, the subjects generally had positive attitude to the cause-related marketing campaigns. And when the consumers perceived the intention of the cause-related marketing campaigns positively, their response to the campaigns were favorable. And when the nature of a cause was related to the product type(e.g. milk and support for hungry children), the consumers' response to the campaigns were favorable, too. However, in case of chocolate(a frivolous product), it caused backfire effects when the nature of a cause was related to the product type. And the magnitude of a donation did not cause any difference in the effects of the cause-related marketing.