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

摘要

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.