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http://dx.doi.org/10.9728/dcs.2018.19.5.881

The Study of Consumer Attitude by Cause Related Marketing, Information Presentation Type and Brand Level: Comparison of Korean and Chinese Cosmetics Industry  

Jung, Sung-gwang (Department of Mangement, Pusan Kyoungsang College)
Jang, Jae-hun (Department of Mangement, Pusan Kyoungsang College)
Publication Information
Journal of Digital Contents Society / v.19, no.5, 2018 , pp. 881-889 More about this Journal
Abstract
This study examines consumer attitudes according to the Cause Related marketing information presentation type and Brand Level and China, Korea. As a result of the analysis, first, cause related marketing information presentation type conducted by the company shows that concrete has more consumer attitude than abstract. Second, consumer attitude toward cause related marketing information presentation type is different according to brand level(Corporate Brand and Individual Brand). Third, consumer attitudes cause related marketing information presentation type is different according to Korea and China. Finally, based on the results of this research, we will provide practical implications not only academically but also as a basis for marketing strategies.
Keywords
Cause Related Marketing; Information presentation type; Brand Level; Korea; China; Consumer Attitude;
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