공익에 대한 소비자의 지각과 태도가 공익관련 마케팅캠페인에 대한 소비자태도에 미치는 영향에 관한 연구

이은영 한국유통과학회 2013 유통과학연구 Vol.11 No.12

Purpose - Ethical consumption is the action of buying one product over another with an ethical idea in mind. It has gained in popularity since the 1990s with more emphasis being put on the power of consumer actions to create social, economic, and environmental change. Ethical consumption involves boycotts of certain products or brands as well as purchases linked to ethical issues. Cause-related marketing (the buying behavior of ethical consumption) involves a for-profit and non-profit entity teaming up to promote a product at the same time as promoting a social cause. Each time a consumer buys that product, a donation is made by the for-profit entity to the non-profit entity supporting the specific cause. Cause-related marketing has become a tremendously popular type of ethical consumption in recent years owing to its reputation of allowing companies to “do well by doing good.” This study examines how consumers' perception of cause and attitude influence their attitude toward a cause-related marketing campaign and attempts to suggest implications for marketers. Research design, data, and methodology- First, this study was designed to examine the consumers' perception factors (cause involvement, attitude for cause, attitude for company and brand familiarity) in order to determine whether these factors have significantly affected consumers' attitude toward a cause-related marketing campaign. Second, this study developed a structural equation model and tested it empirically using survey data from 223 individual respondents. Respondents were undergraduate students in Chungnam. They were shown an existing real campaign message of cause-related marketing, and then filled out a questionnaire. Data were analyzed with SPSS 20.0 and AMOS 17.0 programs. Results- The hypotheses were tested using factor analysis and structural equation modeling. The study's results showed that brand familiarity, attitude to the company and attitude to the cause significantly affected consumers' attitude toward the cause-related marketing campaign and performance. In particular, attitude to the cause was significantly related to attitude and performance of the cause-related marketing campaign. However, the hypothesis about cause involvement was not supported with the results indicating that cause involvement did not affect consumers' attitude toward the cause-related marketing campaign. The findings underline the importance of consumer perceptions of the cause and the company and their attitude to the cause. They point to the importance of individual differences that influence consumer perceptions of the cause, the company and brand familiarity. Also of importance is the consumer's attitude to the cause. Conclusions - The findings suggest some practical implications in designing and implementing cause-related marketing campaigns. It is important to enhance brand familiarity and create a favorable attitude to the company and attitude to the cause before designing cause-related marketing campaigns. The rising popularity of cause-related marketing has been attributed to its potential to cut through advertising clutter. The findings in this study suggest that marketing campaigns supporting a cause make a difference.

한국 공익연계마케팅 연구에 대한 내용분석:2000년부터 2012년까지 게재된 논문의 내용분석을 중심으로

엄지윤,구장옥 한국기업경영학회 2013 기업경영연구 Vol.20 No.4

The consumer’s expectation of the corporate-social responsibility has been continuously getting higher as the consumer has been matured. So, the company which does make a success needs to reach goals not only to maximize profits but also to make justices of the social and cultural boundaries. Many companies obtain benefits such as increasing sales profits and fulfilling social responsibility activities from the cause-related marketing as a strategic marketing activity. With this social stream, many studies of the cause-related marketing are underway. This study selected and systematically analyzed 23 studies which were published on the well-known journals from the 2000s, when the cause-related marketing studies were published first time to the 2012, in order to figure out academic trends about the cause-related marketing studies, to contribute to invigorate future studies and to suggest ideas on them. As the result, since the 2011, number of published articles have been creased in spite of its short history. And there are various journals which offer information and knowledge about the cause-related marketing to many scholars and specialists. However, these studies, compared to those about the corporate-social responsibilities, lack in accumulation and diversity of studies, and there is no one scholar who dedicates on continual studies about the theme. Therefore, the studies about this area lack in many elements in both qualitatively and quantitatively. Usually, the studies concentrated on ‘the effects of cause-related marketing’ are popular, and the authors’ majors are the business administration field. And the research methods strongly focus on ‘the research method through experiment’. In marketing research paper on cause-related marketing, more than 82% of the papers have concentrated the effects of cause-related marketing activities, intensively. Thus, a variety of thesis topics of cause-related marketing should provide useful ideas to improve the quality. Although marketing should seek the company’s pursuit of profit as the ultimate goal through consumers, from the perspective of internal marketing, we should observe changes in the attitudes of stake-holders, and that it is necessary to understand the effects and implications. For samples, the concentration on college and university students is too high and there are some regrets about missing studies focusing on general adults or people who work in the field. According to a variety of cause-related marketing activities in practice, future research should investigate what cause-related marketing activities consumers want, and pay attention to the company’s suitability factors such as authenticity. In addition, many researchers in the study of cause-related markeing are paying attention to the company(brand)-cause fit. But in practice does not seem to care of fit. In future, researchers have to focus on what is comtemporary consumer`s needs to keep pace with cause-related marketing activites in business, and need to process the study for beyond the fit factor like the company’s sincerity. The study has significances to figure out trends of cause-related marketing studies with 13 years short history in Korea, to contribute future development of cause-related marketing and to suggest its direction by analyzing systematically previous studies published in Korean journals first time. 본 연구는 우리나라의 공익연계마케팅 연구에 대한 학문적 경향을 파악하고 향후 연구 활성화와 아이디어를 제시하고자 공익연계마케팅과 관련된 연구논문이 우리나라에서 최초로 발행된 2000년부터 2012년 까지 유명학술지에 게재된 논문 23편을 선정한 후, 그 내용을 체계적으로 연구 분석하였다. 내용을 분석한 결과 2011년부터 학술지에 게재된 연구논문은 양적으로 증가하였고, 짧은 역사에도 불구하고 다양한 학회지에 게재 되어 많은 학자들과 전문가들에게 공익연계마케팅에 대한 지식과 정보도 제공이 되고 있음을 알 수 있었다. 그러나 학술지에 게재된 공익연계마케팅 연구논문들은 아직도 기업의 사회적 책임에 관한 논문과는 비교할 수 없을 정도로 연구의 축적성, 다양성, 한 학자가 꾸준히 연구하는 지속가능성 등이 적어서 양적․질적으로도 많은 요소가 부족하였다. 특히 논문내용도 ‘공익연계마케팅 활동효과’에 대한 연구가 많았으며, 연구 저자도 ‘경영학전공자’가 대부분을 차지하고 있었다. 또한 연구방법론도 ‘실험에 의한 연구방법론’이 절대적으로 비중이 높았다. 표본도 대학생의 비중이 너무 높아서 일반 성인이나 업계종사자를 대상으로 연구를 실시했으면 하는 미련도 남는다. 본 연구는 우리나라 학술지에 게재 된지 13년의 짧은 역사를 가진 공익연계마케팅의 논문들을 우리나라 최초로 체계적으로 분석을 실시함으로써 그 동안의 흐름과 연구동향을 파악하고, 미래에 공익연계 마케팅의 발전과 나아갈 방향에 대한 아이디어를 제시하는데 본 연구의 의의가 있다고 하겠다.

소비자 냉소주의와 공익연계마케팅 전략

유건우 ( Kun-woo Yoo ),손용석 ( Yong-seok Sohn ),김창범 ( Chang-bum Kim ) 한국소비자학회 2015 소비자학연구 Vol.26 No.6

최근 그린워싱이나 사회적 책임을 수행하는 기업의 이면적 동기에 대한 이슈가 꾸준히 제기되면서 사회적 책임 관련 커뮤니케이션에 대한 소비자의 냉소적 시각이 점차 증가하고 있다. 이에 공익연계마케팅을 수행하는 기업은 소비자의 냉소적 시각을 줄이기 위한 노력을 가하고 있다. 본 연구는 조절적합성을 고려한 공익선정이 냉소적 소비자의 공익연계마케팅에 대한 태도를 개선시킬 수 있는지 살펴보고자 하였다. 공익연계마케팅을 수행하는 기업의 입장에서 적합한 공익을 선정하는 것은 중요한 이슈이다. 공익을 잘못 선정할 경우에 공익연계마케팅에 대한 소비자의 관심은 끌 수 있더라도 오히려 부정적인 기업태도를 초래할 수 있기 때문이다. 기존연구들은 공익연계마케팅의 공익선정방법에 있어서 제품과 공익 간의 유사성을 중심으로 한 유사적합성의 관점에서 주로 접근하였다. 하지만 유사적합성이 높은 공익을 선정하는 경우에 냉소적 소비자는 공익연계마케팅을 수행하는 기업의 의도를 공익개선보다는 수익창출의 수단으로 지각하여 부정적인 태도를 형성할 위험이 있다. 따라서 본 연구는 유사적합성의 한계를 보완할 수 있는 방안으로 제품의 소비목적에 의해 예열되는 조절초점과 일치하는 공익에 대한 지각, 즉 조절적합성 관점에서 접근하였다. 선행연구에 따르면 조절적합성이 높은 경우에 유발되는 처리 유창성(processing fluency)이 설득지식의 활성화를 약화시켜 광고메시지를 소비자에게 효과적으로 전달할 수 있는데, 이러한 효과는 공익연계마케팅에서도 나타날 것이라 예상하였다. 더 나아가 조절적합성이 높은 경우에 유발되는 옳다는 느낌(feeling right)이 냉소주의적 성향이 강한 공익연계마케팅에 대한 소비자의 태도에 긍정적인 영향을 미칠 것이라 예상하였다. 연구결과, 소비자는 조절적합성이 낮은 공익연계마케팅보다 조절적합성이 높은 공익연계마케팅에 대해 더욱 긍정적으로 평가하는 것으로 나타났다. 또한 조절적합성이 높은 경우에 냉소주의적 성향이 강한 집단과 약한 집단 간의 공익연계마케팅에 대한 태도의 차이는 나타나지 않았다. 본 연구는 조절적합성에 따른 공익선정의 경우에 유사적합성이 지니고 있는 한계점들을 보완해줌으로써 기업이 공익연계마케팅을 폭넓게 사용할 수 있는 계기를 마련하였다는 점에서 실무적 시사점을 제공한다. In order to perform cause-related marketing, it is an important issue for corporations to choose an appropriate cause, because choosing the inappropriate cause would bring the result of not only making consumers interest decline about cause-related marketing but also leading to negative corporation attitude. There is a deal of extant research choosing the appropriate cause for cause-related marketing in terms of similarity fit between the products and cause. This similarity fit, which is based on the categorization theory and the persuasive knowledge model, attenuates the activation of persuasion knowledge. However, in the case of high similarity, consumers can misconceive the corporate’s motives about cause-related activities through the perception of creating profit that leads to negative perception which can be a point in dispute. Also, the industry that is applied by the high similarity fit is only a few in practice. Even though the cause of high similarity fit has been chosen, it would be difficult to maintain competitive advantage because of the imitability of competitive companies. Therefore, the purpose of this study is to complement similarity fit and to investigate the role of regulatory fit between consumer goals and the cause. The regulatory fit means pursuing tendency of a specific goal that is compatible with individual regulatory focus (Chernev 2004; Higgins 2000). Until now, studies on regulatory fit have been utilized through product advertisements, because high regulatory fit not only makes consumers have positive attitude to come out from coincidence with message framing but also helps to process the message interpretation quickly and easily, in other words, which attenuates the effect of persuasion knowledge(Cesario, Grant and Higgins 2004; Lee and Aaker 2004). If consumers perceived the congruence between consumption goals and the cause, therefore, they will take a positive attitude to cause-related marketing. Furthermore, we hypothesized that the feeling right is derived from regulatory fit between goals and cause affects to attitude to cause- related marketing for cynical consumers. The result indicates that consumers make more positive evaluation for cause-related marketing of high regulatory fit compared to low regulatory fit. In addition, spontaneous priming (prevention- oriented vs. promotion-oriented) through the product characteristics (experiment 1) and through the product benefits as well (experiment 2) were discussed respectively. Furthermore, we investigate the effectiveness of regulatory fit compared to the similarity fit. Also, there is no different attitude to cause-related marketing between high and low levels of cynical consumers in high regulatory fit. This study provides the theoretical implication that the effect of regulatory fit appears not only in the advertisement message related to the products but also in the cause message. It also provides the practical implication that offers the opportunity to extensively use cause-related marketing for corporations.

공익연계 마케팅 참여동기와 자기효능감이 심리적 연대감과 참여의도에 미치는 영향

루호(Lou, Hao),김정희(Kim, Jung-Hee) 한국물류학회 2021 물류학회지 Vol.31 No.4

본 연구는 소비자의 공익연계 마케팅 참여동기와 자기효능감이 심리적 연대감과 공익연계 마케팅 참여의도에 미치는 영향을검증하였다. 이를 위해 연구모형과 가설을 개발하여, 공익연계 마케팅에 참여한 경험이 있는 중국의 소비자들을 대상으로 설문조사에 의한 실증분석을 하였다. 분석결과는 다음과 같이 요약된다. 첫째, 공익연계 마케팅 참여동기는 자기지향성, 즐거움, 친숙도, 이타성, 물리적 보상으로 분류되는 다차원 특성을 보였다. 둘째, 소비자의 자기효능감은 소비자의 공익연계 마케팅 참여동기, 심리적 연대감, 공익연계 마케팅 참여의도에 유의미한 정(+)의 영향을 미쳤다. 셋째, 공익연계 마케팅 참여동기는 심리적 연대감과 공익연계마케팅 참여의도에 유의한 정(+)의 영향을 미쳤다. 넷째, 심리적 연대감은 공익연계마케팅 참여의도에 유의한 정(+)의 영향을 미쳤다. 이와 같은 결과는 기업의 공익연계 마케팅 전개에 앞서 소비자로부터 적극적인 참여와 신뢰를 얻기 위해서는, 자기효능감이 높은 소비자들을 중심으로 그들로부터 공익활동 참여동기를 유발하고 이들과의 심리적 연대감을 강화시킬 필요가 있다는것을 시사한다. This study examines the effect of consumers’ motivation to participate in cause-related marketing and self-efficacy on psychological sense of community and intention to participate in public interest marketing. In order to achieve the purpose of the study, a research model and hypothesis were developed, and empirical analysis was conducted by surveying Chinese consumers who had experience in cause-related marketing. The analysis results are summarized as follows. First, consumers’ motivation to participate in cause-related marketing showed multidimensional characteristics classified into self-orientation, pleasure, familiarity, altruism, and physical reward. Second, consumers’ self-efficacy had a significant positive (+) effect on consumers’ motivation to participate in cause-related marketing, psychological sense of community, and intention to participate in cause-related marketing. Third, motivation to participate in cause-related marketing had a significant positive (+) effect on psychological sense of community and intention to participate in cause-related marketing. Fourth, the psychological sense of community had a significant positive (+) effect on the intention to participate in cause-related marketing. These results suggest that in order to gain active participation and trust from consumers prior to the company’s public interest-linked marketing, it is necessary to motivate them to participate in cause-related marketing activities and to strengthen the psychological sense of community with consumers with high self-efficacy.

자발참여형 공익 마케팅에 대한 이해

민동원(Dongwon Min) 한국경영학회 2014 Korea Business Review Vol.18 No.4

자발참여형 공익 마케팅은 직접적인 수익을 목적으로 하지 않으며, 기업과 공중이 함께 공익활동을 진행하는 방식이다. 이는 기업이 단지 브랜드 인식 제고나 선호도 개선을 위해 공중과 함께 하는 방식이 아니라 반드시 공중의 참여가 수반이 되어야 완성될 수 있는 형태의 공익 마케팅 유형이며, 기업과 공익 마케팅의 참여공중, 그리고 수혜대상자 간 ‘공유’되는 가치의 창출에 주 목적이 있다. 본 연구는 자발참여형 공익 마케팅의 본질적인 속성을 고찰하고자 하기 위해 대표적인 자발참여형 공익 마케팅의 예로 삼성화재안내견학교를 살펴보았다. 삼성화재안내견학교의 안내견 육성 과정에는 퍼피워킹, 종?모견 및 은퇴견 홈케어, 그리고 견사 자원봉사라는 공중의 자원 봉사 활동이 필수적으로 수반된다. 자원봉사자의 참여는 안내견사업의 시작부터 함께 해왔고, 그 영역은 자발적으로 확산되고 있다. 물론 삼성화재안내견학교가 이들이 자원봉사를 할 수 있는 장(場)을 제공하는 역할을 하지만, 자원봉사자의 주도로 기업의 공익활동이 더 빛을 발한다는 것은 공익 마케팅의 타 유형과 다른 자발참여형 공익 마케팅 만의 특징이 잘 드러난 사례라고 할 수 있다. 또한 자원봉사자의 자발적 참여는 안내견사업의 진정성이 제대로 공중에게 각인될 수 있도록 하는 데 크게 기여하고 있다. 본 연구는 공익 마케팅 활동에 사용되는 비용을 줄이면서도 장기적으로 강력하게 대중에게 지지 받을 수 있는 자발참여형 공익 마케팅을 실례를 통해 분석함으로써 향후 기업들이 어떻게 자발참여형 공익 마케팅 전략을 수립하고 실행할 지에 도움을 주고자 한다. Over the past two decades, a large body of research has examined ‘corporate-cause association’ in the domain of marketing. The main objective of marketing associated cause (“Cause marketing”) is a mutual benefit of both corporates managerial performance and public welfare. A recent literature classifies cause marketing into four types, such as cause-related marketing, social enterprise, donation, and public-volunteered cause marketing on the basis of two criteria as ‘the level of profit-orientation’ and ‘activity player (corporate only vs. corporate and public).’ Specifically, this study outlines the concept of public-volunteered cause marketing, its characteristics, and how organizations can benefit from the active and sincere volunteering. The most important characteristic of public-volunteered cause marketing is that the volunteers are core player of the activity as well as corporate. This study examines the fundamental features and value of public-volunteered cause marketing via the Samsung Guide Dog School case study. Samsung Guide Dog School is the only guide dog school in the world which is fully funded by a corporation. The main activity of Samsung Guide Dog School is training guide dogs to help people with vision problems for their independent living in the community. Many people participate in various volunteering programs of Samsung Guide Dog School, such as puppywalking, home care, and kennel volunteering. This study reviews the activities of volunteers and analyzes how beneficial those are for the reputation of Samsung and it’s cause marketing.

공익연계마케팅 활동에 대한 냉소적 소비자의 반응

정유정(Yoo Jeong Jiong),전선규(Sun Kyu Jun) 한국마케팅학회 2014 마케팅연구 Vol.29 No.2

본 연구는 기업의 마케팅활동에 대해 냉소적 태도를 보이는 성향이 강한 소비자들에게 있어 과연 공익연계마케팅 활동을 소개하는 기업광고 즉, 공익연계마케팅 광고가 기업에 대한 긍정적 태도를 유발하는데 있어 효과적인 수단이 될 수 있는가에 대하여 탐구했다. 본 연구의 목적은 첫째, 기존연구에서 일관되게 지적해온 메시지 강도(message strength)의 효과 측면에서 공익연계마케팅 광고의 메시지 강도에 따라 소비자의 기업태도가 결정된다는 점을 보이고 둘째, 그 효과는 소비자의 냉소적 성향에 의해 조절된다는 점을 보인 후 셋째, 냉소적 성향이 강한 소비자들에게 있어서도 상황적 조건에 따라 메시지 강도의 효과가 발휘될 수 있다는 점을 밝히는데 있다. 본 연구에서는 소비자의 냉소주의는 기업의 마케팅 활동에 대한 부정적 신념으로서, 마케팅 자극에 대한 소비자 반응에 영향을 미치는 소비자 단순이론(naive theory)과 유사하다는 시각을 갖고 있다. 이 시각에 바탕을 두고, 냉소적 성향이 강한 소비자에게 있어 공익연계마케팅 광고의 효과는 곧, 냉소주의를 반영하고 있는 단순이론의 심리적 활성화 여부에 의해 결정될 수 있다는 점을 주장했다. 즉, 냉소적 성향이 강한 소비자의 경우에는 공익연계마케팅 광고에 포함된 메시지 강도(강한 메시지 vs. 약한 메시지)에 따른 차별적 효과가 나타나지 않지만, 광고정보의 처리과정에서 냉소주의 측면의 단순이론을 인출하고 활성화시키는데 필요한 인지적 자원이 부족한 상황에서는 메시지 강도의 효과가 나타날 수 있다는 점을 주장하고 다음과 같은 가설을 설정했다. 가설 1: 공익연계마케팅 광고가 약한 메시지를 포함하는 경우보다는 강한 메시지를 포함하는 경우, 해당 기업에 대해 더 긍정적인 태도가 형성될 것이다. 가설 2: 공익연계마케팅 광고의 강한 메시지(vs. 약한 메시지)가 해당 기업에 대한 긍정적 태도 형성에 미치는 효과는 소비자의 냉소적 성향이 강할수록 약화될 것이다. 가설3-a: 냉소주의 성향이 강한 소비자의 경우, 인지적 자원이 풍부한 상황에 비해 부족한 상황에서 공익연계마케팅 광고가 (약한 메시지에 비해) 강한 메시지를 포함할 때 해당 기업에 대해 더 긍정적인 태도를 형성할 것이다. 가설3-b: 냉소주의 성향이 약한 소비자의 경우, 공익연계마케팅 광고에 포함된 메시지의 강도가 해당 기업에 대한 태도에 미치는 효과는 소비자의 인지적 자원에 의해 영향을 받지 않을 것이다. 가설검증을 위해 서울 소재 사립대학교에 재학중인 260명을 대상으로 실험을 수행했다. 실험에서는 가상 기업의 공익연계마케팅 광고를 제작한 후, 광고에 대한 반응을 해당 기업에 대한 태도 측면에서 측정했다. 실험에서는 메시지의 강도(강한 메시지 vs. 약한 메시지)와 인지적 자원(고 vs. 저)을 조작했으며, 냉소적 성향은 설문응답을 통해 측정한 값(self-reported measure)을 사용했다. 그 결과, 강한 메시지를 포함한 광고가 제시된 집단의 기업태도가 약한 메시지를 포함한 광고가 제시된 집단의 기업태도보다 높은 것으로 나타나 가설 1은 지지되었다. 기업태도를 종속변수로 삼는 회귀분석을 수행한 결과, 메시지 강도와 냉소적 성향간 상호작용효과가 통계적으로 유의한 것으로 나타났으며 특히, 냉소적 성향이 약한 경우에는 메시지 강도가 기업태도에 긍정적인 영향을 미친 반면에 냉소적 성향이 강한 경우에는 메시지 강도의 효과가 통계적으로 유의하지 않은 것으로 나타나 가설 2는 지지되었다. 기업태도를 종속변수로 삼은 회귀분석에서 메시지 강도, 인지적 자원, 그리고 냉소적 성향간 삼원 상호작용효과가 통계적으로 유의한 것으로 나타났다. 추가적인 분석을 수행한 결과, 냉소적 성향이 강한 경우에는 메시지 강도와 인지적 자원간 상호작용효과가 통계적으로 유의했는데 인지적 자원이 풍부한 상황에 비해 부족한 상황에서 메시지 강도는 기업태도에 긍정적인 영향을 미치는 것으로 나타나 가설 3-a은 지지되었다. 반면, 냉소적 성향이 약한 경우에는 메시지 강도와 인지적 자원간 상호작용효과는 유의하지 않은 것으로 나타나 가설 3-b는 지지되었다. The present study explores whether cause-related-marketing ad, which refers to the advertising that introduces firm`s cause-related marketing activities, is an effective communication tool to enhance firm attitudes for consumers who are cynical to firms` marketing activities in general. Specifically, the present study aims to replicate the effect of message strength on the positive response to the advertised firm in the context of cause-related-marketing ad, to show that the message-strength effect is moderated by consumer cynicism in the manner that it is less evident for those with high levels of cynicism, and to reveal that the message-strength effect is also found for cynical consumers who lack cognitive resources. Based on the view that consumer cynicism reflects disbelief in the marketing activity and plays a role as a naive theory in responding to the marketing stimulus, the present study argues that, for consumers who have high levels of cynicism, the effect of cause-related marketing ad on firm attitudes is determined by the activation of the naive theory. Specifically, it is argued that the cause-related-marketing ad that includes strong message versus weak message fails to produce more positive firm attitudes for those with high levels of cynicism, but that the message strength effect is found when cynical consumers lack cognitive resources that are needed for retrieving and activating the naive theory in terms of disbelief in the marketing activity. In line with the argument, the following hypotheses are developed. H1: Cause-related-marketing ad that includes strong (vs. weak) message will produce more positive firm attitudes. H2: The positive effect of strong (vs. weak) message on firm attitudes is more likely to be diluted for those with higher levels of cynicism. H3a: For those with high levels of cynicism, cause-related-marketing ad that includes a strong (vs. weak) message will produce more positive firm attitudes when they have low (vs. high) amounts of cognitive resource. H3b: For those with low levels of cynicism, the message effect on firm attitudes is not influenced by the amount of cognitive resource. An experiment was conducted for 260 college students who were enrolled in a major private university in Seoul. Two types of cause related marketing ads for a fictitious company were created as stimulus ads such as the one including a strong message and the other one including a weak message. The participants` responses to the stimulus ad were measured in terms of firm attitudes. In the experiment, message strength (strong vs. weak message) and amount of cognitive resource (high vs. low) were manipulated, and cynicism was measured by a traditional pape -and-pencil method. The results showed that the ad including a strong message resulted in more positive firm attitudes than did the ad including a weak message, supporting H1. When a regression analysis was run on firm attitudes, the interaction effect between message strength and cynicism was statistically significant: message strength effect was significant only for those with low levels of cynicism, but not for those with low levels of cynicism, supporting H2. A separate regression analysis showed that the three-way interaction effect of message strength, cognitive resource, and cynicism on firm attitudes was statistically significant. It was found that, for those with high levels of cynicism, the interaction effect between message strength and cognitive resource on firm attitudes was significant in the manner that message strength had a positive influence on firm attitudes when the participants had low (vs. high) amounts of cognitive resource. Thus, H3a was supported. On the other hand, for those with low levels of cynicism, the interaction effect between message strength and cognitive resource was not statistically significant, supporting H3b.

메시지 프레임이 공익연계마케팅의 효과에 미치는 영향에 관한 연구

서해진(HaeJin Seo),송태호(Tae Ho Song) 한국경영학회 2015 經營學硏究 Vol.44 No.3

There has been increased interest in cause-related marketing and a focus of its importance. For firms, cause-related marketing is a means of achieving corporate social responsibility and cost-effectiveness. Meanwhile, the consumer not only receives the economic benefits of purchasing their chosen products, but there are also emotional benefits derived from their charity-oriented purchasing behavior. Despite this increased attention and its recognized practicality, there is still a lack of comprehensive and systematic studies of the marketing communication aspects of cause-related marketing. Most firms employ monotonous and non-strategic activities, so they have not yet fully obtained the effects of cause-related marketing. Therefore, deeper theoretical considerations are necessary in order to discover how to increase the effectiveness of cause-related marketing by approaching consumers strategically. Accordingly, this study aims to reveal underlying mechanisms of cause-related marketing before identifying effective messaging directly. This study proposes new message frames, different from the various message types currently used in related fields. The proposed frames are based on consumers ambivalent intentions. That is, rather than intentions to donate based only on altruism, intentions are based on loss (cost)-aversion in a rational consumer position, which is not found in pure charity behaviors. This study verified the differential effects of two message frames by consumers’ ambivalent intentions and confirmed ambivalence toward cause-related marketing through moderating effect analysis of gender variables. Through these results, the study points to underlying mechanisms of cause-related marketing and explains the mixed results of gender variables in previous research. The results reveal that message frames in cause-related marketing have significant effects on consumer response. Specifically, the consumer response to cause-related marketing was more positive in value-focused frame than in cost-focused frame. Also, differential effects of message frames on consumer response by gender were explained. Males, as expected, showed a more positive response to cause-related marketing products marketed with the value-focused frame. Whereas, females exhibited a similar response for products with both message frames as females are comprehensive information processors and have moral standards based on particular situations. Consequently, the results confirmed different responses from male and female consumers on message frames. Finally, this study addresses implications and discusses the limitations and directions for future research.

CONSUMER CHOICE BETWEEN BRAND-CAUSE FIT AND CONSUMER-CAUSE FIT IN CAUSE-RELATED MARKETING

Hyewon Choi,Junyong Kim 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.5

As cause-related marketing (CRM) is becoming an increasingly integral part of corporate social responsibility activities and promotion plans, many researchers have studied what determines the effectiveness of cause-related marketing activities. One of the factors past research paid much attention to in this regard is the fit between the brand and cause. Previous studies have demonstrated that a high brand-cause fit generally improves consumer attitude toward company, increases purchase intent and brand loyalty. However, few recent studies show that a high brand-cause fit may backfire in some circumstances. This research aims to investigate when and why a high brand-cause fit backfires. In this regard, this research focuses on the role of important but understudied concept of consumer-cause fit. Based on a multi-dimensional perspective of self-concept (Sirgy,1982), this research defines and measures consumer-cause fit with respect to multiple dimensions of a consumer’s self-concept. Then, a series of experiments shows how the congruence between images of a cause, a consumer’s ideal and actual self-concept, and images of a brand will interact to moderate, in some cases even reverse, the relationship between brand-cause fit and consumer responses to a cause-related marketing campaign.

기업의 공익연계마케팅이 성과에 미치는 영향 연구

성정원(Jeong-Won Sung),홍정화(Jung-Hwa Hong) 한국무역연구원 2013 무역연구 Vol.9 No.6

This study has contemplated on what effects there are in the performance of company in case of spreading the cause-related marketing by classifying the charity/functional cause activity types according to the characteristics of company. Specifically, the characteristics of company have been divided into business type, scale and form while the cause-related marketing has been defined as charity cause activity and functional cause service activity to select as to independent variables to have effect on the performance of corporation. To accomplish the purpose of this study, the framework of this study has been established by closely examining the domestic and foreign books, journals, other theses, internet and related publications or press medial materials. Subsequently, 500 copies of questionnaires have been distributed targeting large corporations, mall & medium enterprises and (preparatory) social enterprises through the Questionnaires method to verify the hypothesis of this study while 174 copies among them have been collected and a total of 152 copies of effective samples have been collected. The results and implications derived from this study are summarized as follows. First, the charity cause marketing activity type was shown as having positive effect on the corporate performance. Second, the functional cause marketing activity type was shown as having positive effect on the corporate performance. Third, the study result that the effect of charity cause marketing on corporate performance varies depending on business type could be gained. Therefore, it could be considered that the effect of charity activity on corpoate performance gets moderated depending on business type. Fourth, the study result that the effect of charity cause marketing on corporate performance varies depending on the form could be gained. Therefore, it could be considered that the effect of charity activity on corporate performance gets moderated depending on the form of company. Accordingly, this study is able to find its significance from the fact that it has caused to bring up an issue of new perspective which could not be presented in the existing previous studies.

DOES LUXURY REALLY CARE? HOW CAUSE RELATED MARKETING SHAPES BRAND PERCEPTION AND PURCHASE INTENTION IN THE JAPANESE LUXURY MARKET

Caroline S.L. Tan 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

This study explores the role of corporate involvement and brand perception in moderating the Cause Related Marketing on consumer purchase intention in the luxury product category among Japanese consumers. This research examines three core cause attributes - cause scope, cause type and cause acuteness developed by Vanhamme, Lindgree, Reast and van Popering (2012) as well as an additional component of duration – with corporate involvement and brand perception moderating the effect on purchase intention. The general public places judgment on a corporation based on how much of positive or negative impacts its business has on environment or society (Sheikh & Beise-Zee, 2011). In fact, more corporations have been developing corporate social responsibility (CSR) programs, no matter how big their business sizes, big or small, are (Brinkvan, Odekerken-Schroder, & Pauwels, 2006). The general public loses its faith in corporations, especially after a financial crisis or malfeasances of big corporations and as a result, corporations are under stronger pressure to contribute to environmental or societal causes in order to reclaim lost faith from the general public (Sheikh & Beise-Zee, 2011; Berglind & Nakata, 2005). One way corporations contribute to society has been to employ marketing strategies that link product sales to the support of specific charities to create and maintain favorable brand images known as cause related marketing or CRM. CRM has been growing faster as a type of marketing that allow corporations to contribute to environment or society (Brinkvan et al., 2006). Various factors have been extensively researched on and identified as pertinent in the success of cause-related marketing campaigns such as brand-cause fit (Bigne-Alcanniz, Currase-Perez, Ruiz-Mafe and Sanz-Blas, 2011; Nan and Heo, 2007; Samu and Wymer, 2009), donation size (Dahl and Labvack, 1995; Pracejus, Olsen and Brown, 2003), types of causes (local causes are preferred to national ones) (Ellen, Mohr, and Webb, 1996; Smith and Alcorn, 1991) and product type with luxury products found to be more effective (Strahilevitz and Myers, 1995).