A Study Of The Cause-related Marketing Effectiveness Of The Enterprise Public Service Activities Effect On Consumer Brand Loyalty

In the huge market gradually meager profit FMCG industry, Public service is an integralpart of Nongfushangquan’s emotional marketing in the decade of its development. The brandaccumulated largely thanks to this unique label.Compared with those enterprises which investinto public service very generous, Nongfushangquan millions invested each year is not much.But why leave Nongfushangquan outside public stigma is so deep.In this study, Nongfushangquan public service activities as the research object, this paperexplores cause-related marketing in the mechanism of the inpact on the Consumer brandloyalty. First of all, this paper research on the theory of public service activities and discussesthe theory of stakeholders, corporate social responsibility and corporate welfare activities.Secondly, it in-depth studys the definition, classification,and factors affecting theeffectiveness of cause-related marketing. At the same time, cause-related marketing is dividedinto five dimensions. Finally, cause-related marketing as the independent variable, consumerbrand loyalty as the dependent variable, cause-related marketing studies on the impact ofconsumer brand loyalty model has been proposed, according to the model underlyingassumptions put forward.This article is distributed254questionnaires and236valid questionnaires have returned,so the effective recovery rate is87.1%. By using SPSS statistical software, first is thedescriptive statistical analysis on the recovery data in order to a preliminary understanding ofthe basic situation of the survey sample. Furthermore, Nextly, correlation analysis is done toeach variable, results show that there is a significant correlation between each variable. At thelast of all, through the AMOS structural equation software, research model is fitting andcorrection, and verify that the basic assumptions of this article.The results show that: there is a significant positive correlation among motivationperception, the corporate credibility, propaganda of Corporate events, involvement andConsumer brand loyalty. Compared with motivation perception and corporate credibility, thepropaganda of Corporate events has a greater impact on Consumer brand loyalty.