Earticle

초록

영어

Cause Related Marketing(CRM) is a kind of marketing approach in which the amount of money, which is related proportionally to the sales of a certain product or the total sales of a firm, is donated for a certain cause. So CRM has been destined to have the causality problem ; it can be interpreted as either a form of Corporate Social Responsibility (CSR) aiming at the fund-raising for a cause or a kind of marketing strategy pursuing a increase in sales. This article is focused on measuring the interaction between them and the extent to which the interaction effects are strong. Most existing studies show that the higher the donation level becomes, the more effective CRM gets. It implies that the donation level influences consumers' choice, and that people perceive the donation levels as appropriate. The donation levels that consumers perceive vary in accordance with various factors; for example, product attributes, including product category and price, are the major factors affecting the perception. This article also confirms the attributes and finds out the following; consumers perceive that the donation rate should be higher when CRM is applied to the hedonic products than it is when applied to the utilitarian products. And this article investigates the relation between the price level of the product and consumers' perception on the donation level, and finds out the followings; consumers perceive that the donation rate should be higher when CRM is applied to the comparatively higher price level products than it is when applied to the comparatively lower price level products. The goal of this article is to examine how product attributes (product category, price) and the donation-proposing formats (X-percent of the profits vs. X-percent of the price) influence consumers' perception on the donation level. The answer is simple and quite basic. And finally, we expect that more various researches, which are focused on product attributions, the donation-proposing formats and the consumers' perception, are explored for further studies.

목차

I. 서론
 II. 이론적 배경
 III. 가설
 IV. 실험 설계
 V. 가설 검증
 VI . 결론
 참고문헌
 Abstract

키워드

저자

• 조형기 [ Hyung-Gi Cho | 서울과학종합대학원 교수 ] 주저자
• 박종선 [ Chong- Sun Park | 서울과학종합대학원 박사과정 ] 공동저자
• 박주영 [ Ju- Young Park | 숭실대학교 경영대학 벤처중소기업학과 교수 ] 교신저자

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  생산성연구: 국제융합학술지 [Productivity Research: An International Interdisciplinary Journal]

• 간기

  격월간

• pISSN

  1225-3553

• 수록기간

  1987~2025

• 등재여부

  KCI 등재

• 십진분류

  KDC 325 DDC 330