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Research on Influential Mechanism of Cause Marketing on Brand Image

In: Proceedings of the 2024 2nd International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2024)

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  • Yang Zhang

    (Marianapolis Preparatory School)

Abstract

In the process of marketing, different marketing strategies have different effects on brand image. As a part of the current marketing strategy of enterprises, cause marketing has a profound impact on the construction of enterprise brand image and the promotion of influence. Taking Erke cause marketing event as an example, this paper discusses the impact of cause marketing on corporate brand image. Facts show that cause marketing can enhance brand influence, enhance brand trust, and form brand loyalty. China’s cause marketing is still in its infancy. Enterprises should enrich the forms of cause marketing, increase the investment in cause marketing, and improve the guarantee of cause marketing to enhance the brand image.

Suggested Citation

  • Yang Zhang, 2025. "Research on Influential Mechanism of Cause Marketing on Brand Image," Advances in Economics, Business and Management Research, in: Peng Dou & Keying Zhang (ed.), Proceedings of the 2024 2nd International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2024), pages 555-562, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-706-9_49
    DOI: 10.2991/978-94-6463-706-9_49
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