【精选】事业关联营销活动中道德情绪的营销：一个跨文化研究.pdfVIP

J Bus Ethics (2013) 112:79–90 DOI 10.1007/s10551-012-1233-6 The Impact of Moral Emotions on Cause-Related Marketing Campaigns: A Cross-Cultural Examination Jae-Eun Kim • Kim K. P. Johnson Received: 11 May 2011 / Accepted: 20 January 2012 / Published online: 10 February 2012 Springer Science+Business Media B.V. 2012 Abstract This research was focused on investigating why Introduction some consumers might support cause-related marketing campaigns for reasons other than personal benefit by Consumers in their everyday decision-making concerning examining the influence of moral emotions and cultural the purchase of goods have opportunities to demonstrate orientation. The authors investigated the extent to which their moral views. They can make consumption decisions moral emotions operate differently across a cultural vari- that benefit themselves as well as other members and other able (US versus Korea) and an individual difference vari- aspects of society and the environment. Cause-related able (self-construal). A survey method was utilised. Data marketing (CRM) is a term used to describe marketing were collected from a convenience sample of US activities that offer consumers opportunities to make pur- (n = 180) and Korean (n = 191) undergraduates. Moral chase decisions for reasons other than personal benefit emotions significantly influenced purchase intention for a (e.g., social, moral beliefs). CRM is defined as ‘‘the process social-cause product. The influence of an ego-focused of formulating and implementing marketing activities that moral emotion (i.e., pride) on purchase intention was are characterised by an offer from the firm to contribute a greater for US than Korean participants. The influence of