1. Presenter： Yu-Chi Lai Instructor：Dr. TZU-CHING CHEN June 02, 2010
Research on the Relationship between Cause-Related marketing and Consumer’s Purchase Intention: Empirical Evidence from Taiwan
Presenter： Yu-Chi Lai
Instructor：Dr. TZU-CHING  CHEN
June 02, 2010

2. Content
Introduction I.
Literature Review
II.
Methodology
III.
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3. Introduction
Background
Motivation
Purpose of Research
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4. Background
In recent years, marketing campaigns and promotions with a social dimension have become more visible.
(Mason, 2002)
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5. Background
Consumers are becoming more concerned with corporate social responsibility and firms are finding that consumers’ perceptions of this responsibility influence their beliefs and attitudes about new products manufactured by a company.
(Brown and Dacin, 1997)
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6. Motivation
Promotions in which the amount is given to a charity by a firm is somehow tied to the purchase intention of consumers.
(Varadarajan and Menon, 1988)
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7. Motivation
In this context, companies have discovered the importance of strategic social alliances, particularly in the form of cause-related marketing (CRM) programs.
(IEG Sponsorship Report, 2006)
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8. Purpose of Research
Most of the past studies on CRM have been undertaken in the context of western countries, such as USA. Virtually no serious study has attempted to validate the theory and practice about CRM in Taiwan context.
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9. Purpose of Research
This research aims to examine the relationship between cause-related marketing (CRM) and purchase intention
and focus on the empirical evidence from Taiwan.
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10. Cause-Related Marketing Research Model and Hypothesis
Literature Review
Cause-Related Marketing
Purchase Intention
Research Model and Hypothesis
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11. Cause-Related Marketing
CRM is the transaction where firms contribute a specified amount to a designated cause when consumers buy the company’s products.
(Cornwell and Coote, 2005)
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12. Cause-Related Marketing
CRM is the process of formulating and implementing marketing activities that are characterized by an offer from the firm to contribute a specified amount to a designated cause when customers engage in revenue-proving exchanges that satisfy organizational and individual objectives.
(Cara et al., 2007)
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13. Cause-Related Marketing
Evidence to date suggests that CRM may provide
better results than discounting prices or increasing
promotional spend by up to 20 percent.
(Roy, 2004)
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14. Purchase Intention Purchase Intention
Purchase intention is one type of judgment about
how an individual intends to buy a specific brand.
(Poddar et al., 2009)
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15. Purchase Intention Purchase Intention
It is important to understand customers’ purchase
intentions because customers’ behavior can usually
be predicted by their intention.
(Billy et al., 2008)
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16. Purchase Intention Purchase Intention
Given that the cost of retaining an existing customer is less expensive than prospecting
for a new customer, purchase intention is a
very important consideration for marketers.
(Monroe, 1999)
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17. Research Model and Hypothesis
H1: Frequency of a firm’s CRM activities will have a positive
impact on customer perception
H2: The more famous the partner is or the more related the
issue of a CRM activity is, the more positive perception
customers can have
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18. Research Model and Hypothesis
H3: The more exposure the CRM activity is with, the more
positively customers can perceive.
H4: The more extra payment customers pay for the CRM
activity, the more negatively customers can perceive.
H5: Customer Perception will have a positive impact on
purchase intention
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19. Research Model and Hypothesis
Frequency H1 +
Customer Perception
The constructs for CRM activities which are obtained from the past CRM activities ever observed on mass media in Taiwan
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20. Research Model and Hypothesis
Frequency H1 +
Customer Perception H2 +
Partnership
The constructs for CRM activities which are obtained from the past CRM activities ever observed on mass media in Taiwan
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21. Research Model and Hypothesis
Frequency H1 +
Customer Perception H2 +
Partnership
The constructs for CRM activities which are obtained from the past CRM activities ever observed on mass media in Taiwan H3 +
exposure
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22. Research Model and Hypothesis
Frequency H1 +
Customer Perception H2 +
Partnership
The constructs for CRM activities which are obtained from the past CRM activities ever observed on mass media in Taiwan + H3
exposure H4 -
Extra Payment
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23. Research Model and Hypothesis
Frequency H1 +
Customer Perception H2 +
Partnership
The constructs for CRM activities which are obtained from the past CRM activities ever observed on mass media in Taiwan + H3 H5 +
exposure
Purchase Intention - H4
Extra Payment
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24. Methodology
Data Collection
Instrument
Estimation Methods
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25. Data Collection Participants Customers who have participated in
cause-related marketing activities
Questionnaires
500 copies
Time
5 minutes
Sampling
convenient sampling
Place
CYUT students
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26. Instrument ■ questionnaire survey Part 1 Cognition of CRM activities
Image before CRM activity
Part 3
Image after CRM activity
Part 4
Likelihood to purchase
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27. Estimation Method LOGO descriptive statistic regression analysis
Add Your Text
descriptive statistic
regression analysis
statistical
methods
factor analysis
Validity analysis
reliability analysis
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28. Thank You !