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@article{ART002077379},
author={Piao, Zhen－Xian and Hwang Johye},
title={The Effects of Cause-related Marketing on a Customer’s Perceptions of Authenticity and Corporate Image: Beverage Product Types as a Moderator},
journal={Journal of Tourism Sciences},
issn={1226-0533},
year={2016},
volume={40},
number={2},
pages={59-80},
doi={10.17086/JTS.2016.40.2.59.80}

TY - JOUR
AU - Piao, Zhen－Xian
AU - Hwang Johye
TI - The Effects of Cause-related Marketing on a Customer’s Perceptions of Authenticity and Corporate Image: Beverage Product Types as a Moderator
JO - Journal of Tourism Sciences
PY - 2016
VL - 40
IS - 2
PB - The Tourism Sciences Society Of Korea
SP - 59
EP - 80
SN - 1226-0533
AB - Cause-related marketing has been recognized as an essential element for improving a corporate image, and authenticity in the marketing activity has become critical in gaining consumers’ trust. The purpose of this study is to examine the effects of CRM attributes(product-cause fit and durability) on authenticity perceptions. On the basis of two product types focus(utilitarian product and hedonic product), 8 types of testing advertisements were designed. The results were as follows. First, there are differences in authenticity perceptions in fit between the two product types. In particular, product types have a moderating effect on the relationship between fit and authenticity perceptions; while for the utilitarian product, authenticity perceptions are higher in high-fit than low-fit. On the contrary, in hedonic product case, authenticity perceptions are higher in low-fit than high-fit. Second, there are no differences of authenticity perceptions in durability between the two product types. Third, authenticity perceptions have a positive effect on corporate Image. The findings show that CRM attributes play a significantly role in creating a sense of authenticity for consumers. Furthermore, this study also provides academic implications and practical marketing strategies the company.
KW - Cause-related marketing;Authenticity;Product-cause fit;Durability;Corporate image;Utilitarian product;Hedonic product
DO - 10.17086/JTS.2016.40.2.59.80
ER -

Piao, Zhen－Xian and Hwang Johye. (2016). The Effects of Cause-related Marketing on a Customer’s Perceptions of Authenticity and Corporate Image: Beverage Product Types as a Moderator. Journal of Tourism Sciences, 40(2), 59-80.

Piao, Zhen－Xian and Hwang Johye. 2016, "The Effects of Cause-related Marketing on a Customer’s Perceptions of Authenticity and Corporate Image: Beverage Product Types as a Moderator", Journal of Tourism Sciences, vol.40, no.2 pp.59-80. Available from: doi:10.17086/JTS.2016.40.2.59.80

Piao, Zhen－Xian, Hwang Johye "The Effects of Cause-related Marketing on a Customer’s Perceptions of Authenticity and Corporate Image: Beverage Product Types as a Moderator" Journal of Tourism Sciences 40.2 pp.59-80 (2016) : 59.

Piao, Zhen－Xian, Hwang Johye. The Effects of Cause-related Marketing on a Customer’s Perceptions of Authenticity and Corporate Image: Beverage Product Types as a Moderator. 2016; 40(2), 59-80. Available from: doi:10.17086/JTS.2016.40.2.59.80

Piao, Zhen－Xian and Hwang Johye. "The Effects of Cause-related Marketing on a Customer’s Perceptions of Authenticity and Corporate Image: Beverage Product Types as a Moderator" Journal of Tourism Sciences 40, no.2 (2016) : 59-80.doi: 10.17086/JTS.2016.40.2.59.80

Piao, Zhen－Xian; Hwang Johye. The Effects of Cause-related Marketing on a Customer’s Perceptions of Authenticity and Corporate Image: Beverage Product Types as a Moderator. Journal of Tourism Sciences, 40(2), 59-80. doi: 10.17086/JTS.2016.40.2.59.80

Piao, Zhen－Xian; Hwang Johye. The Effects of Cause-related Marketing on a Customer’s Perceptions of Authenticity and Corporate Image: Beverage Product Types as a Moderator. Journal of Tourism Sciences. 2016; 40(2) 59-80. doi: 10.17086/JTS.2016.40.2.59.80

Piao, Zhen－Xian, Hwang Johye. The Effects of Cause-related Marketing on a Customer’s Perceptions of Authenticity and Corporate Image: Beverage Product Types as a Moderator. 2016; 40(2), 59-80. Available from: doi:10.17086/JTS.2016.40.2.59.80

Piao, Zhen－Xian and Hwang Johye. "The Effects of Cause-related Marketing on a Customer’s Perceptions of Authenticity and Corporate Image: Beverage Product Types as a Moderator" Journal of Tourism Sciences 40, no.2 (2016) : 59-80.doi: 10.17086/JTS.2016.40.2.59.80