Proceedings of the 2015 International Conference on Economics, Management, Law and Education

The Effects of Corporate Social Marketing on Brand Trust and Purchase Intention

Authors
Fei Fu, Liang Fan, Bo Feng
Corresponding Author
Fei Fu
Available Online November 2015.
DOI
10.2991/emle-15.2015.57How to use a DOI?
Keywords
corporate social marketing; brand trust; purchase intention
Abstract

By using a structural equation model (SEM), this paper explores the influence of public welfare marketing of medicine (PWMM) on brand trust (BT) and PI of consumers. The enduring involvement of consumers and the fitting degree of public welfare event in PWMM marketing activity exerts a great influence on the establishment of BT. Meanwhile, BT brought about by the PWMM is proven to improve the purchase intension of consumers. Therefore, pharmaceutical enterprises are supposed to realize the importance of PWMM. They are suggested to establish favorable brand images and word-of-mouth by conducting PWMM activities so as to strengthen consumers’ trust in the brands and simulate their purchase intension. Thus, competitive advantages can be formed.

Copyright
© 2016, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 2015 International Conference on Economics, Management, Law and Education
Series
Advances in Social Science, Education and Humanities Research
Publication Date
November 2015
ISBN
978-94-6252-145-2
ISSN
2352-5398
DOI
10.2991/emle-15.2015.57How to use a DOI?
Copyright
© 2016, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Fei Fu
AU  - Liang Fan
AU  - Bo Feng
PY  - 2015/11
DA  - 2015/11
TI  - The Effects of Corporate Social Marketing on Brand Trust and Purchase Intention
BT  - Proceedings of the 2015 International Conference on Economics, Management, Law and Education
PB  - Atlantis Press
SP  - 248
EP  - 252
SN  - 2352-5398
UR  - https://doi.org/10.2991/emle-15.2015.57
DO  - 10.2991/emle-15.2015.57
ID  - Fu2015/11
ER  -