대의명분 마케팅과 가격할인의 효과 비교

There is a lack of rigorous assessment of its effectiveness, despite the positive evaluations of cause-related marketing. This study compared cause-related marketing and price discount to examine which type is more effective in terms of purchase intention and attitude towards the company. Relative price perception and quality perception, compared to other products, were used as mediating variables, with moral identity as a moderating variable. Through this study, this study aim to evaluate the effectiveness of cause-related marketing and identify the factors contributing to its positive effects. In particular, given the concerns raised about the quality of products associated with a cause, this empirical research is deemed meaningful. Data collected through a survey-based experiment revealed that consumers perceived a higher relative price in cause-related marketing compared to price discount, while there was no significant difference in quality perception. The direct effect of cause-related marketing on purchase intention was not significant; however, its direct effect on attitude towards the company was more positive compared to price discount. In terms of overall effect, there was no significant difference in purchase intention, but cause-related marketing was more positive compared to price discount in terms of attitude towards the company. The moderating effect of moral identity was not significant. These results indicate that cause-related marketing is superior to price discount in terms of attitude towards the company.