doi:

DOI: 10.3724/SP.J.1042.2019.00737

Advances in Psychological Science (心理科学进展) 2019/27:4 PP.737-747

The influence of cause-related marketing on consumers' attitude and its theoretical explanation


Abstract:
Cause-related marketing is an important strategy to combine the fulfillment of corporate social responsibility with the improvement of brand image. If a company engage in cause-related activities, the consumers of the company will have the opportunities to participate in philanthropic events when consumption. Base on the current state of knowledge regarding the domain of cause-related marketing, we found that attribution theory, stimulus-organism-response (SOR) theory, self-signaling theory, and balance theory can be used to explain the effects and mechanisms of cause-related marketing on consumer attitude. Future research should further explore new independent variables from the perspective of cause-related marketing that affects consumer attitude, the effect of cause-related marketing from consumer perspective, and even new mechanisms that underlying cause-related marketing effect on consumers' attitude.

Key words:cause-related marketing,consumer attitude,corporate social responsibility

ReleaseDate:2019-04-26 01:27:58



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