공익연계마케팅의 적합성과 지속성이 브랜드 페이지 가입 및 추천의도에 미치는 영향: 소비자 귀인과 채널의 매개된 조절효과

Corporate social responsibility (CSR) is defined broadly as a commitment to improve societalwell-being through discretionary business practices and contributions of corporate resources(Kotler & Lee, 2008). There are many kind of CSR activities such as corporate social marketing,corporate philanthropy, community volunteering, and cause-related marketing. Among theseactivities, cause-related marketing (CRM) has received particular corporate interest since itmight have positive effects on consumer behavior. The firm promises its consumers to donatecompany resources to a worthy cause for each sold product or services, and consumers engagein revenue-providing exchanges that satisfy organizational and individual objectives. CRM is getting more attention due to increasing importance of social network service (SNS)channel. SNS is an effective marketing tool because it corresponds with two objectives. First, itcan contribute the improvement of corporate image by giving a positive impression to consumers. Second, consumers engage in CRM of their own accord, and, with this, they might become tohave brand relationship. For example, Facebook page is one example used to CRM. Thus, this studyexamines factors affecting intention to be a fan or recommend the brand page to their friends. The three factors are investigated. Perceived fit refers to congruence between firm’s corecapacity and CRM activities. Perceived durability refers how long has the firm been committedcause-related activities. Channel effect is also examined between SNS and email channel. We examines the effect of perceived fit, perceived durability, and SNS channel in cause-relatedmarketing on consumer intention. Findings from an on-line survey with 323 samples show that intention to be a fan or recommendthe brand page is higher when the perceived fit between the company’s core business and thecause in marketing is suitable. Different from previous studies, however, the durability ofcause-related marketing of the firm does not related to the behavioral intention of consumers. Regarding the channel effect, consumers are more likely to become a fan or recommend thebrand page when they receives marketing message in Facebook. It supports the impressionmanagement theory that people attempt to maintain their reputation through SNS. This study alsoconfirms the mediation effect of consumer attribution toward the company’s cause. Furthermore,this effect was moderated by the channel revealing Facebook increases the behavioral intentionto be a fan and recommend the brand page