DOES CORPORATE GIVING PAY OFF? THREE DIFFERENT TYPES OF CORPORATE GIVING AND BRAND PREFERENCE

摘要

Given the considerable research on the various forms of relationships between brands and consumers (Sprott et al. 2009), marketing practice suggests that branding is an effective differentiation strategy enabling a statement of identification for the product, the firm, and the consumer (Schembri 2009). In addition, as the abundant choices of brands and diverse product categories are available to consumers, competition for patronage and loyalty continues to intensify (Moore and Carpenter 2006). Thus, firms use every means available to survive and compete. In this context, selecting and implementing an appropriate strategy can determine the long-term success or failure of a brand (Gauri et al. 2008).