标题：CAUSE-RELATED MARKETING: MODERATION EFFECT OF CUSTOMER VALUES ON THE INFLUENCE OF CAUSE-BRAND FIT, FIRM MOTIVES AND ATTRIBUTE ALTRUISTIC TO CUSTOMER INFERENCE AND PARTICIPATION INTENTION
其他标题：CAUSE-RELATED MARKETING: MODERASI CUSTOMER VALUE TERHADAP PENGARUH CAUSE-BRAND FIT, FIRM MOTIVE DAN ATTRIBUTE ALTRUISTIC PADA CUSTOMER INFERENCE DAN PARTICIPATION INTENTION
出版社：Pusat Penelitian dan Pengabdian Masyarakat Sekolah Tinggi Ilmu Ekonomi (PPPM STIE)
摘要：This study develops a conceptual model of Cause-related Marketing (CrM) investigating the effect of cause-brand fit, firm motives and altruistic attribution to customer inference and participation intention moderated by customer values. The approach used is quantitative where dataare collected through a surveyusing non-probability sampling techniques. The sample wasformed by consumers of Bottled Drinking Water Aqua brand and data was analyzed throughstructural equation modeling and multi-group analysis to test the hypothesis of moderation onthe model. The findings in this study show consumers may use brand attitude before they participate in behavior intention that formed through CSR perception, brand credibility and altruisticattribution using firm social motives and cause-brand fit inCrM campaign. The results confirmlower altruists consumers use mainly altruistic attribution to form their judgment on brand credibility. They also employ cause-brand fit and firm motives to shape their decision on CSR perception in CrM messages.
其他摘要：Penelitian ini mengembangkan model konseptual cause-related marketing (CRM) yang meneliti pengaruh cause-brand fit, firm motives and altruistic attribution pada customer inference and participation intention yang dimediasi oleh nilai-nilai pelanggan. Pene
