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The Effect of Cause Marketing Type (Public-volunteered vs. Corporate-driven) and Brand Authenticity on Purchase Intention: Focusing on the Moderation and Moderated Mediation of Brand Awareness

자발 참여형 vs. 기업 주도형 공익 마케팅이 구매의도에 미치는 영향 : 브랜드 인지도와 브랜드 진정성을 중심으로

  • Received : 2017.10.25
  • Accepted : 2017.12.20
  • Published : 2017.12.28

Abstract

Recently, cause marketing is more focused as one of key brand positioning strategies, which in turn leads that more companies are interested in cause marketing. In this study, we focused on two different types of cause marketing, named as public-volunteered cause marketing and corporate-driven cause marketing. A field study using an actual brand explored the effect of cause marketing type and brand authenticity on purchase intention toward the target brand. Moreover, we examined the moderation and moderated mediation of brand awareness. As our results showed, the corporate-driven cause marketing had a positive impact both on brand authenticity and purchase intention in the low (vs. high) brand awareness condition. However, the effect of public-volunteered marketing on purchase intention and brand authenticity did not vary depending on brand awareness. To increase the effectiveness of the cause marketing, the results suggest that the public-volunteered cause marketing would be more effective than the corporate-driven cause marketing.

Keywords

Cause Marketing;Public-volunteered;Corporate-driven;Brand Authenticity;Brand Awareness;Purchase Intention

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