文章基本信息

标题：A study of the impact and application of cause-corporate brand alliance on Taiwans tourist amusement industry
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作者：Wen-Chin Tsao ; Yu-Hua Chen
期刊名称：African Journal of Business Management
印刷版ISSN：1993-8233
出版年度：2011
卷号：5
期号：2
页码：316-331
DOI：10.5897/AJBM10.089
语种：English
出版社：Academic Journals
摘要：The use of CRM as a marketing platform, which can not only increase financial gains, but also enhance the company’s image of bearing social responsibility, and hence its reputation, is studied. The purpose of this study is to mainly investigate the effects of pre-image (pre-reputation) of the corporation (cause) and alliance fit to the cause on the alliance, as well as on the new image (post-reputation) that are formed toward both partners as a consequence of the alliance. In addition, this study also employs consumer social responsibility and gender as moderators to further explore the changes of these postulated causal paths in the conceptual model. The empirical results show that (1) attitudes toward the cause-corporate brand alliance (CCBA) will positively influence the post-image of the corporation, post-reputation of the cause, and service quality of the corporation; (2) pre-reputation of the cause and alliance fit will have significant and positive effects on attitudes toward the CCBA; (3) gender plays a vital moderating role in the CRM campaign. The managerial implications for marketing managers and limitations are discussed.
关键词：Corporate brand image; cause-corporate brand alliance; alliance fit; service quality; consumer social responsibility