The Effects of Corporate Social Marketing on Brand Trust and Purchase Intention

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The Effects of Corporate Social Marketing on Brand Trust and Purchase Intention

【Author】

Fei Fu;Liang Fan;Bo Feng;

【Abstract】

By using a structural equation model(SEM),this paper explores the influence of public welfare marketing of medicine(PWMM) on brand trust(BT) and PI of consumers.The enduring involvement of consumers and the fitting degree of public welfare event in PWMM marketing activity exerts a great influence on the establishment of BT.Meanwhile,BT brought about by the PWMM is proven to improve the purchase intension of consumers.Therefore,pharmaceutical enterprises are supposed to realize the importance of PWMM.They are suggested to establish favorable brand images and word-of-mouth by conducting PWMM activities so as to strengthen consumers' trust in the brands and simulate their purchase intension.Thus,competitive advantages can be formed.

【Keywords】

corporate social marketing;;brand trust;;purchase intention

Proceedings of the 2015 International Conference on Economics, Management, Law and Education (EMLE 2015)

References

To explore the background and basis of the node document

Total: 7 articles

[1] John W. Pracejus;;G.Douglas Olsen, The role of brand/cause fit in the effectiveness of cause-related marketing campaigns, Journal of Business Research,
[2] Alan R. Andreasen, A Social Marketing Approach to Changing Mental Health Practices Directed at Youth and Adolescents, Health Marketing Quarterly,
[3] Philip Kotler, Gerald Zaltman, Social Marketing: An Approach to Planned Social Change, Journal of Marketing, Journal of Marketing (Journal of Marketing)
[4] H.Aizhong, The influence of public welfare marketing on consumer brand trust and purchase intention, Journal of Beijing Technology and Business University (SOCIAL SCIENCE EDITION),

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