Research On The Influence Of Non-profit Organization Credibility On Brand Image In Cause Marketin

At the beginning of the 21st century,Chinese scholars introduced the concept of cause-related marketing into China for the first time,which brought new vitality and vigor to enterprise marketing.The value and application prospect of cause-related marketing activities attracted more and more attention.With the scandal of the Red Cross Society of China and fraud donations by celebrity foundations,however,the public has raised more and more questions about charitable donations in recently years.The successful implementation of a cause-related marketing activity cannot be separated from the cooperation of consumers,enterprises and non-profit organizations.Existing studies mainly analyze the former two factors,such as consumer preferences and corporate values,while few studies discuss the influence of non-profit organizations.As the main body of cause-related marketing activities,non-profit organizations are the last key to the implementation of the activities and directly related to the final effect of the activities.Based on the transfer effect among cooperative subjects,this research will study the influence of non-profit organization credibility on the implementation effect of cause-related marketing activities,introduce brand hypocrisy as the intermediary variable to explore the specific path of this influence,and explore the boundary of this influence path.First of all,the name of virtual company and non-profit organization was determined through pretest to eliminate the influence of familiarity on experimental results.Secondly,this research discusses the influence of non-profit organization credibility on brand image in cause-related marketing(Experiment 1).Furthermore,this research analyzes the path of the influence of non-profit organization credibility on brand image,namely the mediating role of brand hypocrisy(Experiment 2).Finally,this research introduced the presence or absence of sudden public security crisis and cause-crisis fit as moderating variables to explore the boundary of the influence of non-profit organization credibility on brand image(Experiment 3 and Experiment 4).All data were collected in the form of questionnaires,processed and analyzed by SPSS25.0,and the above mechanism of action was empirically tested.The conclusions are as follows:In cause-related marketing,the credibility of non-profit organizations significantly affects the brand image of companies,that is,the transfer effect between the two subjects in the brand alliance also exists in cause-related marketing.The conduct of cause-related marketing activities between companies and non-profit organizations with high credibility is conducive to improving the brand image of companies and obtaining more positive consumer evaluation.Secondly,brand hypocrisy plays a significant mediating role,when companies cooperate with non-profit organizations with low credibility,consumers are more likely to have the perception of hypocrisy,and thus produce negative evaluation on the brand image of companies.In addition,the influence of non-profit organization credibility on brand image is moderated by public security crisis events and mediated by brand hypocrisy.Compared with the crisis background,the influence of non-profit organization credibility on brand image is stronger when there is no crisis background,and there are significant differences between the two backgrounds.In the context of crisis,the cause-crisis fit exerts a moderating effect by influencing the relationship between the credibility of non-profit organizations and brand hypocrisy,that is,the higher the fit,the less hypocrisy consumers will perceive and the more positive they will evaluate the brand image.