企业公益营销对新消费者品牌态度和购买意向影响的实证研究——以联想为例.pdfVIP

Empirical Study on the Effects of Corporate Public Welfare Marketing on the New Consumers Brand Attitude and Purchase Intentions——Take Lenovo for Example Abstract Public welfare marketing, as a new approach which combines social responsibility and corporate development strategy, effectively integrates social public interest and corporate self-interest. With the development of Corporate Citizenship awareness, Public welfare marketing has become an important means of many foreign companies to strengthen their brand positioning, establish a brand image, and achieve long-term development. In china, many large enterprises has recognized the importance of taking participation to the public welfare, and beginning to get involved. But there are many problems of Public welfare marketing in china. For instance, the forms of Public welfare marketing are simple, the enterprises can’t grasp the diversity of public welfare, the result of public welfare marketing is not significant or the result is difficult to maintain, and so on. From the results of the current study, Chinas corporate have identified the important role of public welfare marketing activities, but they are not able to determine that the public welfare marketing how to affect customers and which aspects of customers may be influenced. In this social background, this article begins with the current research status of public welfare marketing and divides six types of public welfare marketing. At the same time, in this research, the brand attitude and purchase intention as