The Influence Of Cause-related Marketing On Brand Loyalty From The Perspective Of Corporate Social Responsibility

With the increasingly fierce market competition, improving of brand awareness, companies are seeking to find the way to improving corporate image, building brand loyalty, retain more potential customers. As a marketing communication tool between business interests and social contradictions marketing, Cause-Related Marketing is increasingly being used by enterprises. Cause-Related Marketing not only breaks the drawbacks of the traditional marketing strategies but also reach the requirement of consumer that corporate should undertake social responsibility. In academia, Cause-Related Marketing and brand loyalty are become hot research issues, has been more and more attention by scholars in various fields. Researchers are focus on the relationship between Cause-Related Marketing and brand loyalty, how to choose a different marketing communication strategy, and so on.This paper will do the research from the following perspective:1.Contrast the different consumer attitudes and brand loyalty from three different marketing communication strategies.The three is Cause-Related Marketing, Sponsorship and Sale Promotion.2.Explore the relationship between consumers attitude and brand loyalty.3. Find the factors of personal values which make people have different attitude and brand loyalty to each marketing communication strategies.4. The above studies are based on the home and abroad research, both a theoretical and empirical research carried out.Through theoretical and empirical research, the main conclusions of this paper are:1. The consumers have positive attitude to Cause-Related Marketing, and when contrast to the sponsorship marketing group and sales promotion group, it has significant differences.2. Cause-Related Marketing is to cultivate a positive consumer brand loyalty and sponsorship marketing and sales promotion than significant.3. In the three marketing communication the paper concerned, consumer attitudes and brand loyalty was a significant positive correlation.4. In the Cause-Related marketing and sponsorship marketing group, the people show different attitudes and brand loyalty is having significant differences in some dimensions of personal values, In the sales promotion group, there did not exit any significant differences in any dimension of personal values.