Research On The Influence Mechanism Of Cause Related Marketing On Brand Image

As China's economy continues to develop,building social harmony has become a top priority.Therefore,the government-led public interest sector has gradually begun to transform into socialization.At the same time,consumers are facing corporate social responsibility and public welfare marketing activities.It also shows unprecedented enthusiasm and attention.Therefore,Cause Related marketing is an inevitable choice under the trend of major environmental changes,and it is also an important means to achieve a win-win situation for brands,consumers,and Cause Related undertakings.Based on the analysis and summarization of related literatures and theoretical research on Cause Related marketing and brand image at home and abroad,this paper combines Chinese consumer behavior and ethical culture to introduce altruistic motivation and moral improvement as the pre-variable of brand image.The mechanism of the influence of Cause Related marketing on brand image,using SPSS22.0 and Amos23.0 analysis software to quantitatively analyze and empirically test the effective data,draw relevant research conclusions and propose corresponding strategic recommendations.The main conclusions of this paper are:1.Through exploratory and confirmatory factor analysis,it is found that when implementing Cause Related marketing,the consideration system for brand selection of public welfare undertakings can be matched by the function of brand and public welfare,the image of brand and public welfare,the importance of public welfare,and consumers.It consists of five dimensions: the involvement of public welfare and the participation of consumers.2.In terms of research hypotheses,all hypotheses in this study are supported by empirical data.Among them,the five factors of independent variables have positive positive effects on consumers' altruistic motivation and moral promotion,but the mechanism of action is slightly different.For altruistic motivation,the influence coefficient of consumers' participation is the biggest.However,for the sense of consumer morality,the impact of consumer involvement is the largest.3.This study divides the brand image into three dimensions: functional image,experiential image and symbolic image.The research shows that the altruism and consumer morality enhance the mechanism of the brand image,and the impact on the functional image.The path coefficient is the largest,the experiential image is second,and the symbolic image is the smallest.Finally,this paper combines the above research conclusions to provide theoretical guidance on how brands choose public welfare and how brands implement Cause Related marketing strategies.