Research on Influential Mechanism of Cause Marketing on Brand Image

DOI

10.2991/978-94-6463-706-9_49How to use a DOI?

Keywords

Influential mechanism; impact mechanism; cause marketing; brand image

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.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yang Zhang
PY  - 2025
DA  - 2025/05/07
TI  - Research on Influential Mechanism of Cause Marketing on Brand Image
BT  - Proceedings of the 2024 2th International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2024)
PB  - Atlantis Press
SP  - 555
EP  - 562
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-706-9_49
DO  - 10.2991/978-94-6463-706-9_49
ID  - Zhang2025
ER  -