Title page for etd-0812110-125327


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URN etd-0812110-125327
Author Chia-yen Yang
Author's Email Address No Public.
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Department Business Management
Year 2009
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title Product or Cause?
Influences of Donation Magnitude and Consumer Mood
Date of Defense 2010-07-07
Page Count 119
Keyword
  • cause-related marketing
  • consumer mood
  • visual component
  • donation magnitude
  • Abstract Cause-Related Marketing(CRM), which was initiated by American Express Company in 1981 to support the arts in San Francisco raising fund. Many academic researches have tried to discover the benefit and risk of CRM since 1990s. Print advertisement is a main channel for CRM. Therefore, how to structure CRM ads, especially for the focus of visual component, will be important in CRM campaigns. Based on previous studies relevant to charitable donations, this study compares the effects of cause-focused and product-focused CRM ads through experimental design method. In addition, donation magnitude and consumer mood are also considered to observe how they sway the effectiveness of CRM ads.
    The present study employs an experimental design to investigate the effects of the types of visual component (cause-focused vs. product-focused), donation magnitude (5% of invoice price vs. 20% of invoice price) and consumer mood
    (positive vs. negative) on CRM effectiveness. A 2x2x2 factorial design is conducted. Eight different scenarios are established and the ad effects are measured by purchase intention and attitude toward the brand.
    The results indicate that the cause-focused ads are more effective than the product-focused ads. Although donation magnitude does not make a difference in a cause-focused ad, but low donation magnitude leads to higher purchase intention when a product-focused ad is presented. Positive mood facilitates the advertising effects of cause-focused ads. Finally, low donation magnitude and positive mood enhance the advertising effects of product-focused ads. The implications of these findings are discussed as well as the limitations and directions for future research.
    Advisory Committee
  • Yung-Ming Shiu - chair
  • Yu-Chi Wu - co-chair
  • Chun-Tuan Chang - advisor
  • Files
  • etd-0812110-125327.pdf
  • indicate in-campus access in a year and off_campus not accessible
    Date of Submission 2010-08-12

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