議題行銷的社會顯著性、活動持續度與執行保證對品牌權益的影響

The Influence of Social Significance, Sustainability and Implementation Promise of Cause-Related Marketing on Brand Equity

林隆儀(Long-Yi Lin)

《輔仁管理評論》 17卷3期 (2010/09) Pp. 31-54

https://doi.org/10.29698/FJMR.201009.0002

摘要

本研究旨在探討議題行銷的社會顯著性、活動持續度與執行保證對品牌權益的影響，採用實驗設計研究方法，利用立意抽樣法蒐集初級資料，以320位學生爲研究對象，探討受訪者對本文所研究的品牌之品牌權益的評價。經採用一因子變異數分析檢定研究假說，研究結果發現：(1)企業選擇社會顯著性高的議題對品牌權益的影響顯著高於社會顯著性低的議題。(2)議題行銷活動持續度高對品牌權益的影響顯著高於持續度低的活動。(3)企業實行議題行銷時，議題的社會顯著性高、低對品牌權益的影響，在不同活動持續度下有顯著的差異，沒有獲得支持。(4)企業實行議題行銷時，有執行保證的活動對品牌權益的影響，顯著高於無執行保證的活動，沒有獲得支持。(5)企業實行議題行銷時，議題的社會顯著性高、低對品牌權益的影響，在有無執行保證的活動下有顯著的差異，沒有獲得支持。

關鍵字

議題行銷 ； 社會顯著性 ； 活動持續度 ； 執行保證 ； 品牌權益

並列摘要

The purpose of this study is to investigate the influence of social significance, activity sustainability and implementation promise of cause-related marketing on brand equity. The experiment design method was used. The purpose sampling method was applied to collect primary data. A total of 320 students were selected for the experiment, and 301 effective samples were collected. By using one-way ANOVA to test the hypothesis, the results were found that: (1) The influence of high social significance of cause-related marketing on brand equity is higher than low social significance. (2) The influence of high activity sustainability on brand equity is higher than low activity sustainability. (3) When company conducts a cause-related marketing, the influence of high or low social significance on brand equity will has a significantly difference under different activity sustainability is not supported. (4) When company conducts a cause-related marketing, the influence of implementation promise on brand equity higher than no implementation promise is not supported. (5) When company conducts a cause-related marketing, the influence of high or low social significance on brand equity will has a significantly difference under yes or no implementation promise is not supported.

並列關鍵字

cause-related marketing ； social significance ； activity sustainability ； implementation promise ； brand equity

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