企业背景与慈善战略对品牌营销的影响——基于弱狗理论的实证研究

发布时间：2018-03-01 12:11

本文关键词： 弱狗优狗持续小额捐赠调节聚焦　出处：《现代管理科学》2015年06期 　论文类型：期刊论文

【摘要】：文章利用一个2*2*2的实验研究了企业背景大小强弱,以及慈善捐赠战略,消费者群体特质聚焦导向三个因素综合对品牌慈善营销产生的影响。研究结果证实,企业的弱势背景和持续多次小额慈善行为均能提高消费者评价。人们偏好背景弱且持续小额捐赠的"弱狗品牌"。对于消费者群体,促进导向消费者偏好多次小额捐赠战略,企业背景强弱影响不显著;防御型消费者偏好背景弱势品牌,捐赠战略(多次小额和一次大额)影响不显著。文章具体分析不同企业不同消费者客户群特征对企业慈善评价的影响,为企业实践决策提供重要理论支持。
[Abstract]:This paper studies the influence of three factors on the brand charity marketing, such as the size of the enterprise background, the philanthropic donation strategy and the orientation of consumer group trait focusing. The weak background of the enterprise and the sustained micro-charity behavior can improve consumer evaluation. People prefer "weak dog brand" with weak background and sustained small donation. For the consumer group, it promotes the consumer preference for multiple small donation strategies. The influence of enterprise background is not significant; defensive consumers prefer weak brand with background. The influence of donation strategy (multiple small amount and one large amount) is not significant. This paper analyzes the influence of different customer group characteristics of different enterprises on corporate philanthropy evaluation, and provides important theoretical support for enterprise practice decision.
【作者单位】：复旦大学管理学院市场营销系;复旦大学管理学院;
【分类号】：F274;D632.9

【共引文献】