跨国公司公益营销对消费者品牌态度影响的实证研究
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摘要
公益营销是指将企业目标与社会公益结合起来,营销形象、产品和服务以求双赢的商业方式营销。
公益营销于20多年前发源于美国,并通过跨国公司传入我国。如今,随着社会责任运动的发展,社会开始要求企业肩负企业责任、参与解决社会问题,企业逐渐利用公益营销来能推动企业与社会双赢。但公益营销如何影响消费者态度还是一个理论难题,而跨国公司在中国实践的成功经验正好为该难题的研究提供了范本。本文试选取著名跨国公司可口可乐为研究对象,基于国内大学生消费者视角来研究跨国公司公益营销对消费者品牌态度影响,并通过SPSS11.5和AMOS7.0软件对调查数据进行统计分析,得到的主要结论如下:
(1)在跨国公司公益营销的六个因子中,消费者对公益事业的态度、消费者对跨国品牌的介入度和跨国公司可信度对大学生消费者的品牌态度影响最大,而跨国公司与公益事业的匹配度对品牌态度未表现出显著影响,动机感知仅对认知性品牌态度、跨国公司对公益营销的宣传仅对品牌购买意愿有一定影响。
(2)六个前因对三种品牌态度的影响程度不同。其中,消费者对公益事业的态度、介入度对认知性品牌态度的影响更大,而跨国公司可信度对品牌购买意愿的影响更大。另外,消费者对公益事业的态度、介入度、可信度、宣传因子不仅直接影响品牌购买意愿,还通过认知性品牌态度和情感性品牌态度的中介作用产生间接影响。
(3)认知性品牌态度和情感性品牌态度对品牌购买意愿产生直接影响,认知性品牌态度的影响更大。
(4)女性较男性对公益营销的感知更强烈,态度更优;18-30岁群体对公益营销倾向理性支持;月可支配收入在500-800元的消费群在态度上支持公益营销,但品牌购买意愿要弱于收入在800以上的群体,这说明购买力限制了学生群体对公益产品的支持,但在不久的将来踏入社会的他们却是支持公益营销的生力军。
最后,本文为中外公司在华实施公益营销提出了针对性建议。
Cause-related marketing describes a commercial activity in which business join with charities or causes to market an image, product, or services for mutual benefit.
It originated from America 20 years ago and spread to China with the multi-national corporations' entry. Nowadays, as expectations regarding social responsibilities from its corporations arise, companies worldwide have to take actions for societal problems. However, how the cause-marketing affects the consumers' brand attitude is still a question. For the successful operations on the cause-marketing, some multi-national corporations have set a good example for others. This paper takes Coca cola as a target multi-national corporation for the empirical study.
The study uses SPSS11.5 and AMOS7.0 statistical software to analyze the survey data, and comes to the following conclusions:
(1)Attitude to the cause, involvement in the international brand and corporate credibility positively and significantly influence the brand attitude, while company-cause fit not. Perceived motive only affects the cognitive brand attitude and promotion only positively affects the purchase intension.
(2) The six varibles of cause-related marketing affect differently towards three brand attitudes. For example, attitude to the cause, involvement in the international brand and corporate credibility affect more to the cognitive brand attitude. Besides, attitude to the cause, involvement in the international brand, corporate credibility and promotion significantly influence purchase intension, and the cognitive and affective brand attitude appears to play a mediating variable in them to affect purchase intension.
(3) Both the cognitive and affective brand attitudes positively and significantly affect purchase intension, and the cognitive brand attitude affects more.
(4)The Female have a more favorable attitude than the male. The age group between 18-30 perceives better than other groups. The student group whose disposable personal income per month below 800 Yuan show that they support cause-related marketing while their purchase intension is weaker than the group above 800 Yuan because the money is limited. However, they are the main potential consumers and steady support for cause-related marketing in the near future.
Last but not the least, some suggestions for the companies home and abroad to plan a cause-related marketing campaign in China are also provided.
公益营销于20多年前发源于美国,并通过跨国公司传入我国。如今,随着社会责任运动的发展,社会开始要求企业肩负企业责任、参与解决社会问题,企业逐渐利用公益营销来能推动企业与社会双赢。但公益营销如何影响消费者态度还是一个理论难题,而跨国公司在中国实践的成功经验正好为该难题的研究提供了范本。本文试选取著名跨国公司可口可乐为研究对象,基于国内大学生消费者视角来研究跨国公司公益营销对消费者品牌态度影响,并通过SPSS11.5和AMOS7.0软件对调查数据进行统计分析,得到的主要结论如下:
(1)在跨国公司公益营销的六个因子中,消费者对公益事业的态度、消费者对跨国品牌的介入度和跨国公司可信度对大学生消费者的品牌态度影响最大,而跨国公司与公益事业的匹配度对品牌态度未表现出显著影响,动机感知仅对认知性品牌态度、跨国公司对公益营销的宣传仅对品牌购买意愿有一定影响。
(2)六个前因对三种品牌态度的影响程度不同。其中,消费者对公益事业的态度、介入度对认知性品牌态度的影响更大,而跨国公司可信度对品牌购买意愿的影响更大。另外,消费者对公益事业的态度、介入度、可信度、宣传因子不仅直接影响品牌购买意愿,还通过认知性品牌态度和情感性品牌态度的中介作用产生间接影响。
(3)认知性品牌态度和情感性品牌态度对品牌购买意愿产生直接影响,认知性品牌态度的影响更大。
(4)女性较男性对公益营销的感知更强烈,态度更优;18-30岁群体对公益营销倾向理性支持;月可支配收入在500-800元的消费群在态度上支持公益营销,但品牌购买意愿要弱于收入在800以上的群体,这说明购买力限制了学生群体对公益产品的支持,但在不久的将来踏入社会的他们却是支持公益营销的生力军。
最后,本文为中外公司在华实施公益营销提出了针对性建议。
Cause-related marketing describes a commercial activity in which business join with charities or causes to market an image, product, or services for mutual benefit.
It originated from America 20 years ago and spread to China with the multi-national corporations' entry. Nowadays, as expectations regarding social responsibilities from its corporations arise, companies worldwide have to take actions for societal problems. However, how the cause-marketing affects the consumers' brand attitude is still a question. For the successful operations on the cause-marketing, some multi-national corporations have set a good example for others. This paper takes Coca cola as a target multi-national corporation for the empirical study.
The study uses SPSS11.5 and AMOS7.0 statistical software to analyze the survey data, and comes to the following conclusions:
(1)Attitude to the cause, involvement in the international brand and corporate credibility positively and significantly influence the brand attitude, while company-cause fit not. Perceived motive only affects the cognitive brand attitude and promotion only positively affects the purchase intension.
(2) The six varibles of cause-related marketing affect differently towards three brand attitudes. For example, attitude to the cause, involvement in the international brand and corporate credibility affect more to the cognitive brand attitude. Besides, attitude to the cause, involvement in the international brand, corporate credibility and promotion significantly influence purchase intension, and the cognitive and affective brand attitude appears to play a mediating variable in them to affect purchase intension.
(3) Both the cognitive and affective brand attitudes positively and significantly affect purchase intension, and the cognitive brand attitude affects more.
(4)The Female have a more favorable attitude than the male. The age group between 18-30 perceives better than other groups. The student group whose disposable personal income per month below 800 Yuan show that they support cause-related marketing while their purchase intension is weaker than the group above 800 Yuan because the money is limited. However, they are the main potential consumers and steady support for cause-related marketing in the near future.
Last but not the least, some suggestions for the companies home and abroad to plan a cause-related marketing campaign in China are also provided.
引文
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