Analysis on the Relationship Between Cause Marketing and Brand Loyalty

DOI

10.2991/aebmr.k.201128.031How to use a DOI?

Keywords

Cause marketing, brand loyalty

Abstract

Cause marketing can help a business to build a good corporate image and increase social responsibility. Therefore, it is a long-term mutual promotion of marketing means. The project is going to determine the relationship between cause marketing and brand loyalty by analyzing the data from the questionnaire and searching the literature review. Cause marketing can help a business to build a good corporate image and increase social responsibility. Therefore, it is a long - term mutual promotion of marketing means. The goal of the study is to reveal the relationship between the cause marketing and brand loyalty, and give a better understand to people. This study discovered that using marketing has a positive influence to brand loyalty. In addition, the effect of cause marketing are influenced by age and gender.

Copyright

© 2020, 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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TY  - CONF
AU  - Yanzhong Yao
PY  - 2020
DA  - 2020/11/30
TI  - Analysis on the Relationship Between Cause Marketing and Brand Loyalty
BT  - Proceedings of the 2020 2nd International Conference on Economic Management and Cultural Industry (ICEMCI 2020)
PB  - Atlantis Press
SP  - 153
EP  - 156
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.201128.031
DO  - 10.2991/aebmr.k.201128.031
ID  - Yao2020
ER  -