Research On The Influence Of Brand-cause Fit On Consumers' Purchase Intention

The arrival of world economic integration has exacerbated the competition among enterprises.The sharing of social resources and the reduction of industry barriers have caused more business pressure on companies.The development of the economic era has brought about a continuous improvement in the overall living standards of the vast number of consumers.China's per capita GDP is constantly increasing,and the spending power of the vast majority of consumers is also gradually increasing,and consumers' social consciousness is also affected.Previously more traditional enterprise management methods or marketing models of enterprise products have been gradually neglected by consumers.More innovative and innovative product marketing models have emerged in an endless stream,a new marketing model,has also entered the eyes of everyone.It is favored by many companies.Different from the traditional marketing model,the core of cause-related marketing is to correlate the company's product marketing activities with charitable events or corporate social responsibilities,and achieve the goal of increasing profits while benefiting the society.However,due to the fact that marketing is not just linked to charity events,it can achieve the effect of corporate profits.Blindly doing cause-related marketing often results in counterproductive effects.Therefore,how to carry out good causes of marketing activities to promote consumers' willingness to purchase is the purpose of this article.This research is based on previous scholars' related research,combined with the current company's successful experience in the marketing activities of the cause-related,through the analysis of events to build the research model of this paper.This paper analyzes the research problems through questionnaire survey.The subjects are not restricted by age,educational background,region and stratum,and analyze the corporate brand-cause fit matching degree.If the company's brand awareness influences the consumer's purchase intention and consumption The attributional tendency of the person plays a regulatory role in it.At the same time,the introduction of consumer attribution tendency as a moderator variable explores how brand-cause fit matching affects the credibility of a company's brand under different attributions.This article uses SPSS 22.0 and AMOS 21.0 technical analysis tools,through the reliability test,confirmatory factor analysis,structural equation model test,mediate effect test,adjustment effect test and a series of methods to draw the following conclusions:First,there is a significant positive correlation between the fit of brand-cause and the purchase intention of consumers.The higher the fit of brand-cause,the stronger the consumer's willingness to buy.In this paper,the brand-cause fit is divided into two dimensions to study,that is,based on the matching degree of the function and the matching degree based on the image,the research results show that there is a significant positive correlation between the two respectively and the consumer purchase intention.Second,brand credibility plays a role in the mediation between brand-cause fit and consumer purchase intention.This article divides brand credibility into two dimensions for research,namely professionalism and trustworthiness.The brand-cause fit influences the consumer's willingness to purchase by affecting the credibility of the brand to a certain extent.The brand-cause fit affects the consumers' purchase intention through the influence of professionalism and trustworthiness.Third,consumer attribution tends to play a regulatory role in the brand-cause fit and brand credibility.Consumer attribution tendency is divided into altruistic attribution and self-interest attribution tendency.Under the altruism attribution tendency,the higher the fit of brand-cause,the more it will promote the improvement of brand credibility;Under the tendency of self-interest attribution,no matter how high or low the fit of brand-cause is,it will not bring about a significant increase in brand credibility,and it will even have a certain inhibitory effect.