N/A

Due to the low entry barriers for beverage stores, coupled with the stable demand for beverages in Taiwan, it has attracted many investors to enter the beverage market. According to data from the Ministry of Economic Affairs, the turnover of beverage stores has been increasing year by year since 1997, reaching NTD $99.4 billion in 2008, with an average annual growth rate of 8.5%. Moreover, the information provided by the Ministry of Economic Affairs also shows that beverage stores listed "Intensive competition among the industry" as the second biggest problem they face when running the business.

From the information above, it is clear that there is an intense competition in the beverage market because of the high product homogeneity. Therefore, companies must come up with unique marketing methods to successfully survive in this highly competitive market. In addition, the issue of corporate social responsibility has increasingly gained attention in Taiwan in recent years and consumers have also paid more attention to the beneficiary behavior of enterprises.

This study takes Milkshop, which is a beverage store famous for its cause-related marketing, as an example, to explore the influence of cause-related marketing on brand image and consumers' purchase intention, and further discuss whether the topic of cause-related marketing also plays an important role in it. The questionnaire is conducted online for general consumers in Taiwan, and the data collected would be analyzed by using descriptive statistics analysis, correlation analysis, regression analysis and hierarchical regression analysis.

Varadarajan, P., & Menon, A. (1988). Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy. Journal of Marketing, 52(3), 58-74. doi:10.2307/1251450

File, K., & Prince, R. (1998). Cause Related Marketing and Corporate Philanthropy in the Privately Held Enterprise. Journal of Business Ethics, 17(14), 1529-1539. Retrieved March 27, 2021, from http://www.jstor.org/stable/25073987

Andreasen, A.R. (1996): Profits for Nonprofits: Find a Corporate Partner. Harvard Business Review, 74 (6), pp. 47–59.

Stephen Dann, Redefining social marketing with contemporary commercial marketing definitions, Journal of Business Research, Volume 63, Issue 2, 2010, Pages 147-153, ISSN 0148-2963,https://doi.org/10.1016/j.jbusres.2009.02.013.

Sweeney, J. C. and Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item Scale. Journal of Retailing, 77, 203-220

Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.

Department of Statistics, Ministry of Economic Affairs. (2020, December). Wholesale, retail and catering industry turnover statistics. Retrieved April 29, 2021, from Department of Statistics, Ministry of Economic Affairs: https://dmz26.moea.gov.tw/GMWeb/investigate/InvestigateEA.aspx

Hamlin, R. & Wilson, Toni. (2004). The Impact of Cause Branding on Consumer Reactions to Products: Does Product/Cause 'Fit' Really Matter?. Journal of Marketing Management. 20. 663-681. 10.1362/0267257041838746.

Lafferty, Barbara & Goldsmith, Ronald. (2005). Cause-brand alliances: Does the cause help the brand or does the brand help the cause?. Journal of Business Research. 58. 423-429. 10.1016/j.jbusres.2003.07.001.

Caesar, P. (1986), “Cause-Related Marketing: The New Face of Corporate Philanthropy”, Business & Society Review, 59, pp.15-19.

Oldenburg, D. (1992), Big companies plug big causes for big gains, Business and Society Review, 8, 22-23

Schiller, Zachary: December 5, 1988, ‘Doing Well by Doing Good’, Business Week, pp. 53, 57.

Mason, “Corporate Sponsorships Help Target the Right Audience”, Management Review, Vol. 81, Iss. 11, Nov 1992, pp. 58-61

Larson, J., “Sweet Charity”, American Demographics, 1995 May, pp. 68-72

Barnes NG, Fitzgibbons DA. Strategic marketing for charitable organizations. Health Mark Q. 1992;9(3-4):103-14. doi: 10.1300/J026v09n03_10. PMID: 10118945.

Kotler, Philip (1998). Strategic Marketing for Nonprofit organization, NJ: Prentice-Hall, Inc., 5th ed.

Marylyn Collins, Global corporate philanthropy and relationship marketing, European Management Journal, Volume 12, Issue 2, 1994, Pages 226-233, ISSN 0263-2373, https://doi.org/10.1016/0263-2373(94)90014-0.

Bennett, R. and Barkensjo, A. (2005), "Relationship quality, relationship marketing, and client perceptions of the levels of service quality of charitable organizations", International Journal of Service Industry Management, Vol. 16 No. 1, pp. 81-106. https://doi.org/10.1108/09564230510587168

Bloom, Paul N. and William D. Novelli (1981), "Problems and Challenges in Social Marketing," Journal of Marketing, 45 (Spring), 79-88.

KROL, C. (1996, November 11). Consumers note marketers’ good causes: Roper.
Advertising Age, 67(46), 51.
KROL, C. (1996, November 11). Consumers note marketers’ good causes: Roper.
Advertising Age, 67(46), 51.
Krol, C. (1996). Consumers note marketers’ good causes: Roper. Advertising Age, 67(46),51.

Reynolds, T. J., & Gutman, J. (1984). Advertising is image management. Journal of Advertising Research, 24(1), 27–37.

Park, C. W., B. J. Joworski, and D. J. MachInnis (1986), “Strategic Brand Concept-Image Management.” Journal of Marketing, 50, No.4, pp.135-145.

Aaker, D. A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name, New York: The Free Press.

Richardson, P. S., A. S. Dick, and A. K. Jain (1994), “Extrinsic and Extrinsic Cue Effect on Perceptions of Store Brand Quality.” Journal of Marketing Research, 58, No.4, pp.28-36.

Keller, K. L., (1993) “Conceptualizing, Measuring, and Managing Customer- Based Brand Equity.” Journal of Marketing, 57, No. January, pp.1-22.

Keller, K. L. (2001), “Building Customer-based Brand Equity.” Marketing Management, 10, No. July, pp.14-19.

Dodds, W. B., K. B. Monroe and D. Grewal (1991), “Effects of Price, Brand, and Store Information on Buyers’ Product Evaluation.” Journal of Marketing Research, 28, No. August, pp.307-319.

Kotler, P. (1997). Marketing management: Analysis, planning, implementation and Control, (9th edition). Englewood Cliffs, NJ: Prentice-Hall.

Randall G. (1997), Do Your Own Market Research, California: Kogan Page Ltd.

Grewal, D., Monroe, K., & Krishnan, R. (1998). The Effects of Price-Comparison Advertising on Buyers' Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions. Journal of Marketing, 62(2), 46-59. doi:10.2307/1252160

Biel, A. (1992). How brand image drives brand equity. Journal of Advertising Research,
32, 6-12.

Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(July), 2-22.

Blackwell, R.D., Miniard, P.W., Engel, F.J. (2001), Consumer Behaviour. Orlando: Harcourt College Publishers.

Newberry, C.R., Klemz, B.R. and Boshoff, C. (2003), "Managerial implications of predicting purchase behavior from purchase intentions: a retail patronage case study", Journal of Services Marketing, Vol. 17 No. 6, pp. 609-620. https://doi.org/10.1108/08876040310495636

Schiffman, G. and Kanuk, L. (2000) Consumer Behavior. Prentice Hall, Inc., Englewood Cliff.

Spears, Nancy & Singh, Surendra. (2004). Measuring Attitude Toward the Brand and Purchase Intentions. Journal of Current Issues and Research in Advertising. 26. 53-66. 10.1080/10641734.2004.10505164.

Holmes, J. H., & Kilbane, C. J. (1993). Selected effects of price and charitable donations. Journal of Nonprofit and Public Sector Marketing, 1(4), 67-83.

Dahl, Darren & Lavack, Anne. (1995). Cause-related marketing: impact of size of corporate donation and size of cause-related promotion on consumer perceptions and participation. Winter educators’ conference: Marketing theory and applications, 6. 6. 476-481.

Pracejus and Olsen. (2004). The role of brand/cause fit in the effectiveness of cause-related marketing campaigns. Journal of Business Research, 57 (2004), pp. 635-640

Farache, Francisca, Perks, Keith John, Wanderley, Lilian Soares Outtes, & Sousa Filho, José Milton de. (2008). Cause related marketing: consumers' perceptions and benefits for profit and non-profits organisations. BAR - Brazilian Administration Review, 5(3), 210-224. https://doi.org/10.1590/S1807-76922008000300004

Low, George & Lamb, Charles. (2000). The Measurement and Dimensionality of Brand Associations. Journal of Product & Brand Management. 9. 350-370. 10.1108/10610420010356966.

Chernatony, L. D., and Mc William, G. (1989), “Branding Terminology the Real Debate,” Marketing Intelligence and Planning, 2, No 2, pp.29-32.

Baron, Reuben M., Kenny, David A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, Vol 51(6), 1173-1182

Aiken, L. S., and S. G. West, 1991. Multiple Regression: Testing and Interpreting Interactions. Newbury Park, CA: Sage Publications, Inc.

Kraemer, H. C., and C. M. Blasey, 2004. Centring in Regression Analyses: A Strategy to Prevent Errors in Statistical Inference, International Journal of Methods in Psychiatric Research, 13(3), 141-151.

洪順慶、邱創棟 (1991) 。理念行銷之分類與策略。管理評論，頁75-102。

翁景民（1996）。公益廣告效果態度中介模式之研究。台大管理論叢，7(2):127-146。

楊炳韋（1995）。企業贊助公益活動行為之研究。國立政治大學企業管理研究所未出版碩士論文。

劉念寧（1990）。大型企業贊助公益活動之研究。國立臺灣大學商學研究所碩士論文，台北市。取自https://hdl.handle.net/11296/6zzfp5

張家琳（1997）。企業採行善因行銷行為之研究。東吳大學企業管理學系碩士論文，台北市。取自https://hdl.handle.net/11296/j7ysju

蘇衍如（1999）。大眾傳播媒體贊助公益活動之決策及其影響因素之研究。輔仁大學大眾傳播學研究所碩士學位論文，未出版，台北。

鄭惠文（1992）。企業贊助公益活動與企業形象之研究。國立中興大學企業管理研究所碩士論文。

傅仰德（2008）。品牌形象、服務品質、顧客滿意與行為意向之研究-以兆豐銀行為例。國立高雄應用科技大學商務經營研究所碩士論文，高雄市。取自https://hdl.handle.net/11296/bck7ep

陳欽雨、呂博裕、黃祥峰(2015)。公益行銷、企業形象與消費者產品涉入對購買意願之影響-以速食業為例。當代商管研究，7(2)，56-78。

洪楨雅（2009）。善因行銷對品牌形象、品牌權益與顧客終身價值關係之研究－以台灣麥當勞餐廳為例。靜宜大學觀光事業學系研究所碩士論文，台中市。取自https://hdl.handle.net/11296/3d2q7w

吳明隆（2009）。SPSS 操作與應用：問卷統計分析實務（二版）。臺北市：五南圖書出版股份有限公司。

黃俊英（1994）。企業研究方法。台北市：東華。