The Influence of Corporate Reputation on Consumer Brand Loyalty in Caused-Related Marketing

摘要

'Buy a bottle of water and donate a penny' is a marketing campaign by Nongfu Spring. We collectively refer to similar activities as cause-related marketing (CRM). First of all, through the research of previous scholars, a new research model on brand loyalty is established. For further research, the first step is to verify the relationship between emotional reputation, cognitive reputation and consumer trust and brand loyalty. What is more important is to examine the intermediary role of consumer trust. This paper mainly examines how corporate reputation influences consumer brand loyalty. The application of Wen's intermediary effect test model mediates the mediating role of consumer trust. The results reveal a positive mediating effect of consumer trust between emotional reputation and brand loyalty. However, when testing the cognition reputation, the result is negative.