台灣旅館業採用善因行銷對品牌聯想之影響

The Influence of Cause Related Marketing on Brand Association in Taiwan Hotel Industry

10.6572/JHHE.5(1).3

張宏生(Hong-Sheng Chang)；曾建銘(Chien-Ming Tseng)

善因行銷 ； 品牌聯想 ； 涉入程度 ； Cause related marketing ； brand association ； involvement

餐旅暨家政學刊

5卷1期（2008 / 05 / 01）

35 - 52

繁體中文

本研究目的旨在探討旅館業採用善因行銷（包括企業主題推廣、聯合主題推廣、銷售相關活動、授權）與品牌聯想（包括屬性聯想、利益聯想、態度聯想）之間的關係，並進一步探索消費者涉入程度所扮演的調節效果的關係。作者透過具有高信度與效度之量表，以問卷訪談方式針對台北縣市旅館業消費者蒐集樣本資料。透過典型相關結果發現，善因行銷中的企業主題推廣與屬性聯想有關，銷售相關活動、授權與利益聯想有關，而聯合主題推廣與態度聯想有關。再者，在調節效果方面，消費者在高度涉入程度下，善因行銷中的銷售相關、授權等構面對品牌聯想有較高的影響；在低度涉入程度下，企業主題推廣、聯合主題推廣對品牌聯想有較高的影響。本研究並建議後續研究者可進一步探討其他可能影響品牌聯想的調節變數。實務上，管理者可以採用最佳化投資於攸關的善因行銷活動，以提昇品牌聯想。最後，本研究主要貢獻在於針對善因行銷、品牌聯想與涉入程度之間，提供一個新的品牌聯想之「結構化」關係模型。

The purpose of this work is to elucidate how cause related marketing and brand association are related, and explores the modulation effect of involvement in this relationship. Samples were collected using the questionnaire, which had been assessed the quality of our measurement efforts by investigating reliability and validity. Under high involvement, brand association is found to be affected mainly by profit relation, license. Furthermore, under low involvement, brand association is found to be affected mainly by single promotion, join promotion. For future research, other modulation effect of brand elements may influence brand association should be discussed. In practice, tourism hotel managers can hone the relevant variables to raise the effect of cause related marketing on brand association. Finally, this study provides a new shape of the ”structural” relationships among cause related marketing, brand association and subculture.

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