商业经济与管理
商業經濟與管理
상업경제여관리
Business Economics and Administration
2008年
5期
61~68
,共null页
慈善捐赠 事业-品牌联盟 品牌态度 质量感知 购买意愿
慈善捐贈 事業-品牌聯盟 品牌態度 質量感知 購買意願
자선연증 사업-품패련맹 품패태도 질량감지 구매의원
philanthropy ; eanse - brand alliance ; attitude towards brands; product quality perception; purchase intention
文章以企业的慈善捐赠行为为例，探讨了对事业-品牌联盟有重要影响的三个因素。数据分析结果表明，企业捐赠的产品同非营利组织是否契合与事业-品牌联盟受消费者影响大小对消费者品牌态度、质量感知及购买意愿均存在显著影响；企业知名度对品牌态度与质量感知存在显著影响。另外，研究还发现企业知名度与捐赠产品契合度对消费者质量感知存在显著影响，企业知名度作用强于捐赠契合度，当企业知名度低时，捐赠是否契合的作用才会突显出来。
文章以企業的慈善捐贈行為為例，探討瞭對事業-品牌聯盟有重要影響的三箇因素。數據分析結果錶明，企業捐贈的產品同非營利組織是否契閤與事業-品牌聯盟受消費者影響大小對消費者品牌態度、質量感知及購買意願均存在顯著影響；企業知名度對品牌態度與質量感知存在顯著影響。另外，研究還髮現企業知名度與捐贈產品契閤度對消費者質量感知存在顯著影響，企業知名度作用彊于捐贈契閤度，噹企業知名度低時，捐贈是否契閤的作用纔會突顯齣來。
문장이기업적자선연증행위위례，탐토료대사업-품패련맹유중요영향적삼개인소。수거분석결과표명，기업연증적산품동비영리조직시부계합여사업-품패련맹수소비자영향대소대소비자품패태도、질량감지급구매의원균존재현저영향；기업지명도대품패태도여질량감지존재현저영향。령외，연구환발현기업지명도여연증산품계합도대소비자질량감지존재현저영향，기업지명도작용강우연증계합도，당기업지명도저시，연증시부계합적작용재회돌현출래。
This paper investigates the situation of corporate philanthropy, and explores three factors that might have major effects on cause - brand alliance. It shows that brand awareness and product fit have significant impacts on consumers＇ attitudes towards the brand, product quality perception and purchase intention; a consumer sanction towards the cause - brand alliance has significant impact on product quality perception and purchase intention. It has also found that brand awareness and product fit have significant interaction effect on consumers＇ quality perception, that brand awareness has a stronger effect than product fit, and only when the brand awareness is low, the effeet of the product fit can be seen.
