||The Influence of Cause-Related Marketing and Corporate Reputation on Brand Image,Customer Trust, and Customer Loyalty
||Institute of International Management (IIMBA--Master)(on the job class)
Cause-related marketing has been a subject of interest for scholarly investigation by researchers in the last few years in Taiwan; however, little research has been directed toward understanding the linkage between cause-related marketing and corporate image by which to build brand image, customer trust, and customer loyalty in franchising chain contexts. The current study examined the influence of cause-related marketing and corporate image on brand image, customer trust, and customer loyalty. Customers with experience purchasing a “Happy Meals” at McDonalds and i-cash at 7-11 were invited to participate in a survey. A convenience sampling technique was adopted to collect data. A total of 288 final valid responses were completed. Structural equation modeling was employed to examine the fit of the data and hypotheses as proposed, and then AMOS 18 and SPSS 18 were used. The results showed that all hypotheses were supported. The findings of this study revealed that cause-related marketing and corporate reputation are critical antecedents of building brand image as well as customer trust as a predictor for customer loyalty. Theoretical and managerial implications were also discussed.
TABLE OF CONTENTS III
LIST OF TABLES VI
LIST OF FIGURES VII
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation. 1
1.2 Research Objectives and Expected Contributions. 5
1.3 Research Scope of this Study. 6
1.4 Research Procedures. 6
1.5 Research Structure. 8
CHAPTER TWO LITERATURE REVIEW 9
2.1 Definition of Research Constructs. 9
2.1.1 Cause-Related Marketing (CRM). 9
2.1.2 Corporate Reputation (CRP). 12
2.1.3 Brand Image (BI). 15
2.1.4 Customer Trust (CUT). 16
2.1.5 Customer Loyalty (CUL). 18
2.2 Hypotheses Development. 20
2.2.1 The Influence of Cause-Related Marketing on Corporate Reputation. 20
2.2.2 The Influence of Cause-Related Marketing on Brand Image. 21
2.2.3 The Influence of Corporate Reputation on Brand Image. 22
2.2.4 The Influence of Cause-Related Marketing on Customer Trust. 23
2.2.5 The Influence of Brand Image on Customer Trust. 23
2.2.6 The Influence of Corporate Reputation on Customer Trust. 24
2.2.7 The Influence of Customer Trust on Customer Loyalty. 26
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 28
3.1 The Research Model. 28
3.2 The Construct Measurement Procedures. 30
3.2.1 Cause-Related Marketing (CRM). 30
3.2.2 Corporate Reputation (CRP). 31
3.2.3 Brand Image. 32
3.2.4 Customer Trust. 32
3.2.5 Customer Loyalty. 33
3.2.6 Information about the Respondents. 33
3.3 The Hypothesis to Be Tested. 33
3.4 The Questionnaire and Sampling Design. 34
3.5 The Data Analysis Procedure. 35
3.5.1 The Descriptive Statistical Analyses. 35
3.5.2 The Confirmatory Factor Analysis (CFA). 35
3.5.3 Structural Equation Modeling (SEM). 36
CHAPTER FOUR DATA ANALYSES AND RESULTS 37
4.1 Characteristics of Respondents. 37
4.2 t-test Statistics 40
4.3 Descriptive Statistical Analyses. 40
4.4 Confirmatory Factor Analysis (CFA). 42
4.5 Structural Equation Modeling (SEM). 48
CHAPTER FIVE RESEARCH CONCLUSIONS AND SUGGESTIONS 51
5.1 Research Discussion and Conclusions. 51
5.2 Managerial Implications. 53
5.3 Limitations and Future Research. 54
Appendix-1.Questionnaire Design (問卷設計). 66
Appendix-2.CRM Campaign Messages 73
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