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| Multiple Case Study of Successful Caused Related Marketing in Chinese Context |
| BI Nan，YIN Chengyue，KANG Qian |
| 1. Northeast Normal University, Changchun, China; 2. Jilin Finance and Economics University, Changchun, China |
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Abstract Cause related marketing has been widely used in China in recent years because it is a perfect combination of social responsibility and economic values. However, it needs to be discussed furthermore about the acknowledgment of consumers with Cause Related Marketing (CRM). This study explores the influencing factors about CRM from consumers’ perspective by case studies along with the process of consumer in depth interview, second hand data collecting and data encoding. Result suggests that:① consumer perception about cause related marketing is influenced by enterprise characteristics, cause related marketing activity as well as brand fit, which concludes three variables and eight dimensions; ② the importance of various factors is different and the core influencing factors are usage of the donations, perceived fit and the donation recipients; ③ there are interaction effects among the influencing factors.
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Received: 15 September 2015
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2016, Vol. 13 
