Asia Marketing Journal

  • 제22권3호
  • /
  • Pages.29-50
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  • 2020
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  • 1598-7868(pISSN)
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  • 2765-6500(eISSN)
한국마케팅학회 (Korean Marketing Association)
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Effect of Cause-Related Marketing in the Chinese Market: Moderating Effects of Product Type and Regional Characteristics

  • Seo, HaeJin (School of Business, Pusan National University) ;
  • Song, Tae Ho (School of Business, Pusan National University) ;
  • Li, Wang (Korea branch, JIAZHUANGSHI TIANLIN LEATHER PRODUCTS CO., LTD.)
  • 투고 : 2020.01.09
  • 심사 : 2020.10.19
  • 발행 : 2020.10.31
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⟨ 이전 논문 다음 논문 ⟩

초록

Although companies perform societal marketing activities across different cultural regions, previous research was predominantly centered on a specific cultural region-the West. To address this limitation in the literature, the current research examines societal marketing in the Chinese market considering cultural characteristics. China has become the largest market in the world with great potential growth for its vast consumer base. Since there is heterogeneity among regions in China, it is imperative to divide China into several markets for better understanding. Thus, this study investigates different responses of Chinese regional (coastal vs. inland) consumers toward Cause-related Marketing (CM). Our findings reveal that Chinese consumers, in general, prefer utilitarian CM products compared to hedonic CM products, which is the opposite result of findings of the previous research. Further, this was truer for consumers in inland regions, while coastal consumers did not display any preference by product type. The academic and practical implications, limitations, and directions for future research are discussed.

키워드

과제정보

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2019S1A5B5A07094397)

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