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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 謝冠雄(Edward Hsieh) | |
| dc.contributor.author | Tsu-Hsi Tan | en |
| dc.contributor.author | 陳慈希 | zh_TW |
| dc.date.accessioned | 2021-06-15T05:55:21Z | - |
| dc.date.available | 2010-08-20 | |
| dc.date.copyright | 2010-08-20 | |
| dc.date.issued | 2010 | |
| dc.date.submitted | 2010-08-17 | |
| dc.identifier.citation | Adkins, S, (1999). Cause Related Marketing: Who cares wins, Butterworth-Heinmann
Gregory, A (2010, January 26). Everyone Wins with Cause Marketing, available from http://www.sitepoint.com/blogs/2010/01/26/cause-marketing/ Anderson, Terry (2010, February 3rd), Shoe CEO encourages audience to “be part of something”, available from http://blog.uwgb.edu/inside/index.php/multimedia/photos/02/03/mycoskie-visit-toms-shoes/ Anthony Toller, L, Doing Good: Marketing Social Causes available from www.newlevelgroup.com/.../Doing_Good_Marketing_Social_Causes.pdf Berrger, I. E., Cunningham, P. H., and Kozinets, R. V. (1999). Consumer Persuasion Through Cause-Related Marketing, Advances in Consumer Research, Vol. 26 Berglind, Matthew and Cheryl Nakata (2005). 'Cause-Related Marketing: More Buck Than Bang?' Business Horizons, 48 (September-October) Bloom, P N., Hoeffler, S, Keller, K L, Basurto Meza, C. E. (2006). How Social-Cause Marketing Affects Consumer Perceptions in MIT Sloan Management Review, Vol 47,. No. 2 (Winter) Burtch, Bruce, Win-win! How to generate Highly Successful Cause Marketing Partnerships in The Cause Marketing Catalyst, Do Good, Be Great! Cavill & Co., (2001). The New Bottom Line, available http://www.cavill.com.au/Australia/NewBottomLine/Origin.html Cone, (2009). Cause Branding and Corporate Responsibility Endure Despite the Recession, available from www.coneinc.com/.../cause_and_cr_endure_despite_recession_march_2009.pdf, Cone Inc, The 2006 Cone Millennial Cause Study, available from www.coneinc.com/.../2006_cone_millennial_cause_study_white_paper.pdf Daw, J, (2006). Ch. 1 The Cause-Marketing Movement in Cause Marketing for Nonprofits in Partner for Purpose, Passion, and Profits, John Wiley & Sons: West Sussex, England Eikenberry, A M., (2009, May) The Hidden Costs of Cause Marketing in Stanford Social Innovation Review, available from http://www.ssireview.org/articles/entry/the_hidden_costs_of_cause_marketing/ Ferrari, J. R., Bristow, Maya, Cowman, Shaun, E. (2005). Looking Good or Being Good? the Role of Social Desirability Tendencies in Student Perceptions of Institutional Mission and Values, College Student Journal, Vol. 39 Kotler, P & Lee, N, (2004). Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause, Wiley Nelson, R.A, (2006). Integrating public service and marketing differentiation: an analysis of the American Express Corporation’s “Charge Against Hunger” promotion program, Springer-Verlag Polonsky, MJ and Wood, G (2001). ‘Can the Overcommercialization of Cause-Related Marketing Harm Society? In Journal of Macromarketing, 21 (1) 8-22. Pomering, A, (2005). Corporate Social Responsibility (CSR): An Examination Of Consumer Awareness, Evaluation, And Purchase Action, University of Wollongong Roberts, M. and Ryan, M. M., (2005). The Influence of Cause-Related Marketing on Purchase Behaviour, Edith Cowan University, Perth, Saatchi & Saatchi, (2001). Brand Spirit: How Cause Related Marketing Builds Brands, Wiley Simcic Brønn, P., (2001). Corporate Social Responsibility and Cause Related Marketing: an Overview in International Journal of Advertising, 20, pp 207-222 Simon, F.L., (1995), ‘Global Corporate Philanthropy: A Strategic Framework’, in International Marketing Review in Vol. 12 No. 4, pp. 20-37 Smith, C, (1994). New Corporate Philanthropy, Harvard Business Review, Vol. 72, Issue 3, pp 105-116 Smith, W., and M. Higgins. 2000. Cause-Related Marketing: Ethics and Ecstatic. Business and Society 39(3): 304-22 Stole, I. L, (2008). Philanthropy as Public Relations: A Critical Perspective on Cause Marketing, University of Illinois, in International Journal of Communications 2, pp 20-40 Stole, I.L, (2006). Cause-Related Marketing: Why Social Change and Corporate Profits Don’t Mix available from http://www.prwatch.org/node/4965 Varadarajan, P. R., and Menon, A. (1988, July). Cause-related marketing: A coalignment of marketing strategy and corporate philanthropy in a Journal of Marketing 52 (3), 58-73. Westberg, K., (2005). An Examination Of Cause-Related Marketing In The Context Of Brand Attitude, Purchase Intention, Perceived Fit And Personal Values, RMIT University, Pope, Nigel, Griffith University Westberg, K., (2004). The Impact of Cause-Related Marketing on Consumer Attitude to the Brand and Purchase Intention: A Comparison with Sponsorship and Sales Promotion, RMIT University, Pope, Nigel, Griffith University Websites http://www.bitc.org.uk/resources/publications/brand_benefits.html, Brand Benefits of Cause Related Marketing , http://www.brandchannel.com/features_effect.asp?pf_id=87 http://www.coneinc.com/content1188, Cone/ Duke University Cause Consumer Behavior Study 2008 http://www.conenet.com/website/crm/report.htm http://www.ehow.com/about_5393556_causerelated-marketing-companies.html, Cause-Related Marketing Companies, http://www.frugalmarketing.com/dtb/cause-related.shtml http://www.gb3group.com/cause-marketing.php http://www.livestrong.com/give100/ http://www.marketing-resources-center.com/cause-related-marketing.html, Cause Related Marketing - Making profits while doing good, http://www.quickmba.com/marketing/research/conjoint/ http://www.scielo.br/scielo.php?pid=S1807-76922008000300004&script=sci_arttext, BAR. Brazilian Administration Review, 5 no.3 Curitiba July/Sept. 2008 www.telenor.com/.../136-143_ConjointAnalysis-ver1_tcm28-36189.pdf | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/47332 | - |
| dc.description.abstract | As companies around the world are turning to the use of cause related marketing as a way to differentiate themselves, English language centres in Taiwan should too. They could increase their profit bottom line and also show students that they are a business that cares about society and their students, and so on two levels, increase their people bottom line.
Cause related marketing (CRM) is a commercial activity by which business and causes form a partnership with each other to market an image, product or service for mutual benefit. It enables companies, by publicly associating themselves with a non-profit organization, a social organization or charitable cause , to promote their product or service and raise money for the cause or organization at the same time. The highly competitive English teaching market may be a good testing ground for CRM in Taiwan. If it is successful in the English teaching market, it may well work in other markets that are not as competitive and have more appreciation for added value. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-15T05:55:21Z (GMT). No. of bitstreams: 1 ntu-99-R97749051-1.pdf: 894324 bytes, checksum: 1cce5a54b609660f9f8ec61f493e3fcd (MD5) Previous issue date: 2010 | en |
| dc.description.tableofcontents | ABSTRACT I
TABLE OF CONTENTS II LIST OF TABLES IV LIST OF FIGURES V CHAPTER ONE INTRODUCTION 1 CHAPTER TWO LITERATURE REVIEW 7 2.1 Cause Related Marketing. 7 2.2 History. 9 2.3 Numbers Speak Louder than Words. 12 2.4 Not Philanthropy. 14 2.5 Target Market for Cause Related Marketing. 17 2.6 Win- Win- Win. 20 2.6.1 For the Company. 20 2.6.2 For the Cause. 22 2.6.3 For the Consumer. 22 CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 24 3.1 Method. 26 3.2 Survey 2. 32 CHAPTER FOUR RESEARCH RESULTS 34 4.1 Conclusions of the Results. 48 CHAPTER FIVE CONCLUSION AND SUGGESTIONS 53 REFERENCES 57 APPENDICES 60 Appendix 1: Conjoint Analysis 61 Appendix 2: Direct questioning 62 Appendix 3: Cumulative Results of preferred causes to be supported 63 Appendix 4: Cumulative Results of preferred causes to be supported. 63 Appendix 5: Cumulative Results of the Attributes. 64 | |
| dc.language.iso | en | |
| dc.subject | 英語學習 | zh_TW |
| dc.subject | 善因行銷 | zh_TW |
| dc.subject | 台灣 | zh_TW |
| dc.subject | English language centre | en |
| dc.subject | Taiwan | en |
| dc.subject | CRM | en |
| dc.subject | Cause related marketing | en |
| dc.title | 善因行銷對消費者的購買決定有影響嗎? 以在台灣英語學習市場個案為列。 | zh_TW |
| dc.title | Does Cause Related Marketing Affect the Purchase Decision of Consumers? An Analysis of the English Language Learning Market in Taiwan | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 98-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.coadvisor | 曹承礎(Timothy Chou) | |
| dc.contributor.oralexamcommittee | 陳鴻基(H G Chen) | |
| dc.subject.keyword | 善因行銷,台灣,英語學習, | zh_TW |
| dc.subject.keyword | Cause related marketing,CRM,Taiwan,English language centre, | en |
| dc.relation.page | 64 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2010-08-18 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 企業管理碩士專班 | zh_TW |
| 顯示於系所單位： | 管理學院企業管理專班(Global MBA) | |
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