随着中国经济的持续向好发展，构建社会和谐成为重中之重，因此，以往由 政府主导的公益领域开始逐渐向社会化转型，与此同时，消费者对对企业社会责 任与公益营销活动也展现出了空前的热情与关注度。因此，公益营销是大环境变 化趋势下的必然选择，也是实现品牌、消费者、以及公益事业的三方共赢的重要 手段。 本文在分析、归纳国内外有关公益营销与品牌形象的相关文献以及理论研究 的基础上，并结合中国消费者行为以及伦理文化，引入利他动机与道德提升感作 为品牌形象的前置变量，构建了公益营销对品牌形象的影响作用机制，使用 SPSS22.0与Amos23.0分析软件对有效数据进行定量分析和实证检验，得出相关 研究结论并提出相应策略性建议。 本文的主要结论是： 1、通过探索性和验证性因子分析发现，实施公益营销时，品牌选择公益事 业的考量体系可以由品牌与公益事业的功能契合、品牌与公益事业的形象契合、 公益事业的重要程度、消费者对公益事业的卷入度以及消费者可参与性等5个维 度构成。 2、在研究假设方面，本研究所有假设均得到实证数据的支持。其中，自变 量的5个因子对消费者利他动机感知与道德提升感均具有积极正向影响，但是作 用机制却略有不同，对于利他动机而言，消费者可参与性的影响路径系数最大， 然而，对于消费者道德提升感而言，消费者卷入度的影响路径系数最大。 3、本研究将品牌形象划分为功能性形象、体验性形象以及象征性形象三个 维度，且研究表明，利他动机与消费者道德提升感对品牌形象的作用机制一致， 对功能性形象的影响路径系数最大，体验性形象次之，象征性形象最小。 最后，本文结合以上研究结论为品牌如何选择公益事业以及品牌如何实施公 益营销战略提供理论指导。 关键词：公益营销；利他动机感知；道德提升感；品牌形象 II Abstract As China's economy continues to develop, building social harmony has become a top priority. Therefore, the government-led public interest sector has gradually begun to transform into socialization. At the same time, consumers are facing corporate social responsibility and public welfare marketing activities. It also shows unprecedented enthusiasm and attention. Therefore, Cause Related marketing is an inevitable choice under the trend of major environmental changes, and it is also an important means to achieve a win-win situation for brands, consumers, and Cause Related undertakings. Based on the analysis and summarization of related literatures and theoretical research on Cause Related marketing and brand image at home and abroad, this paper combines Chinese consumer behavior and ethical culture to introduce altruistic motivation and moral improvement as the pre-variable of brand image. The mechanism of the influence of Cause Related marketing on brand image, using SPSS22.0 and Amos23.0 analysis software to quantitatively analyze and empirically test the effective data, draw relevant research conclusions and propose corresponding strategic recommendations. The main conclusions of this paper are: 1. Through exploratory and confirmatory factor analysis, it is found that when implementing Cause Related marketing, the consideration system for brand selection of public welfare undertakings can be matched by the function of brand and public welfare, the image of brand and public welfare, the importance of public welfare, and consumers. It consists of five dimensions: the involvement of public welfare and the participation of consumers. 2. In terms of research hypotheses, all hypotheses in this study are supported by empirical data. Among them, the five factors of independent variables have positive positive effects on consumers' altruistic motivation and moral promotion, but the mechanism of action is slightly different. For altruistic motivation, the influence coefficient of consumers' participation is the biggest. However, for the sense of consumer morality, the impact of consumer involvement is the largest. 3. This study divides the brand image into three dimensions: functional image, experiential image and symbolic image. The research shows that the altruism and III consumer morality enhance the mechanism of the brand image, and the impact on the functional image. The path coefficient is the largest, the experiential image is second, and the symbolic image is the smallest. Finally, this paper combines the above research conclusions to provide theoretical guidance on how brands choose public welfare and how brands implement Cause Related marketing strategies. Key words: Cause Related marketing; altruistic motivation perception; moral promotion; brand image IV 目录 摘要................................................................ I Abstract........................................................... II 一、引言............................................................ 1 1.1研究背景..................................................... 1 1.1.1理论背景 ............................................... 1 1.1.2实践背景 ............................................... 3 1.2研究目的..................................................... 4 1.3 研究意义 .................................................... 4 1.4研究内容..................................................... 5 1.5研究路线..................................................... 6 二、文献综述与理论基础.............................................. 7 2.1公益营销..................................................... 7 2.1.1公益营销的内涵 ......................................... 7 2.1.2公益营销测评维度 ....................................... 9 2.1.3作用意义 .............................................. 10 2.2品牌形象.................................................... 10 2.2.1品牌形象的内涵 ........................................ 10 2.2.2品牌形象的构成 ........................................ 12 2.3文献述评.................................................... 13 2.4理论基础.................................................... 14 2.4.1归因理论 .............................................. 14 2.4.2 ELM理论 .............................................. 15 2.4.3 认知学习理论.......................................... 15 三、研究设计....................................................... 16 3.1研究假设.................................................... 16 3.1.1公益营销与利他动机 .................................... 16 3.1.2公益营销与道德提升感 .................................. 17 3.1.3利他动机与品牌形象 .................................... 17 3.1.4道德提升与品牌形象 .................................... 18 3.1.5 利他动机与道德提升感.................................. 18 3.2概念模型.................................................... 18 V 3.3变量计量.................................................... 19 四、前测分析....................................................... 21 4.1描述性统计.................................................. 21 4.2 EF分析..................................................... 23 4.2.1 公益营销测量维度因子分析.............................. 23 4.2.2感知公益营销利他动机因子分析 .......................... 26 4.2.3道德提升感因子分析 .................................... 26 4.2.4品牌形象因子分析 ...................................... 26 4.3 信度与效度检验 ............................................. 27 4.4本章小结.................................................... 28 五、数据分析....................................................... 29 5.1描述性统计.................................................. 29 5.2 分布检验 ................................................... 31 5.3 CF分析..................................................... 33 5.3.1 公益营销测量维度分析.................................. 33 5.3.2感知公益营销利他动机因子分析 .......................... 37 5.3.3道德提升感因子分析 .................................... 38 5.3.4品牌形象因子分析 ...................................... 39 5.4 模型验证 ................................................... 41 5.5 假设检验 ................................................... 44 5.6本章小结.................................................... 47 六、研究讨论与管理意义............................................. 48 6.1研究讨论.................................................... 48 6.2管理实践意义................................................ 50 6.3本章小结...............................................