The Relationship Between CRM And Brand Equity

Cause Related Marketing(CRM)is a common way by which enterprises can achieve their social responsibility. It's also a marketing strategy that combines sales with charitable donations. It can achieve enterprise's social responsibility as well as improve brand image.This study employs Questionnaire survey method and laboratory method to find out how fit and consistency of CRM effect brand equity through the consumer attribution base on the attribution theory. Consumers'perception would influence the result of attribution, so we introduce tow variables—customer altruistic intention and customer trust—as the effective factor of the attribution.From the result, we find that the fit and consistency of CRM can increase values-driven and strategic attributions while decreasing egoistic and stakeholder-driven attributions. At the same, we also find that customer altruistic intention and consumer trust have significant impact on attribution:Customer altruistic intention have a positive impact on the Values-driven attribution and have a negative impact on egoistic attribution; The trust in capability have a positive impact on Values-driven, egoistic and strategic attributions; The trust in benevolence and integrity have a positive impact on Values-driven and have a negative impact on stakeholder-driven attributions and egoistic attributions. The results of attribution influence brand equity: Values-driven and strategic attributions can increase the brand equity while egoistic and stakeholder-driven attributions would decrease the brand equity.This study have not only researched the effective factors of consumer attribution, but also researched the impact that consumer attribution has on the brand equity. The results of this study have expanded the study of consumer attribution of CRM and the effect of consumer attribution on the brand equity.