공익 연계 마케팅 기부 규모와 수혜자 심각성이 사치재 구매의도 및 기업태도에 미치는 영향

초록

This study investigated how the effects of a cause-related marketing campaign for luxury products on consumers’ attitude toward the company and product purchase intention alter depending on the donation size (25% of price vs 5% of price) and the severity of the condition of the beneficiary of the campaign. Through a scenario-based experiment involving the purchase of a hotel buffet and a cruise trip, this study found that, for both products, the participants’ attitudes towards the companies was less favorable when the donation size was big than when it was small. However, the negative effect of the big donation size mitigated when the beneficiaries of the donation were in rather severe conditions compared to when they were in rather benign conditions. However, the severity of the beneficiary’s condition did not affect the participants’ attitudes towards the companies. In addition, the participant’s product purchase intentions were lower when the donation size was big than when it was small. Moreover, the participant’s product purchase intentions were lower when the beneficiaries of the donation were in rather severe conditions compared to when they were in rather benign conditions, regardless of the donation size. The findings of the study indicate that luxury products marketers may benefit most by the cause-related marketing campaigns which donates a small proportion of the product’s price to a beneficiary who is in a rather benign condition in terms of the campaign’s combined effects on consumers’ attitude toward the company and product purchase intention.

키워드