本文選題：廣告營銷 + 銷售增長　； 參考：《軟科學(xué)》2015年08期

【摘要】：基于消費者認知視角和權(quán)變管理思想,利用我國上市公司數(shù)據(jù)實證分析慈善捐贈對廣告營銷與企業(yè)績效之間關(guān)系的調(diào)節(jié)效應(yīng)以及企業(yè)善待員工狀況在這一過程中所發(fā)揮的深層調(diào)節(jié)影響。研究發(fā)現(xiàn),慈善捐贈向消費者發(fā)出聲譽信號,有助于提升廣告營銷投入的市場效果,慈善捐贈水平越高,廣告營銷促進企業(yè)銷售增長的作用越強;然而企業(yè)善待員工水平較低時容易引起消費者對企業(yè)慈善動機真誠性的質(zhì)疑,不利于捐贈行為增加積極的聲譽資本,從而將削弱慈善捐贈對廣告營銷與銷售增長之間關(guān)系的正向調(diào)節(jié)效應(yīng)。
[Abstract]:Based on the perspective of consumer cognition and contingency management, Based on the data of listed companies in China, the paper analyzes the adjustment effect of charitable donation on the relationship between advertising marketing and enterprise performance, and the deep adjustment effect of the state of good treatment to employees in the process. The research finds that charitable donation sends reputation signals to consumers, which helps to improve the market effect of advertising marketing investment. The higher the level of charitable donation, the stronger the role of advertising marketing to promote the growth of enterprise sales. However, when the level of kindness to employees is low, it is easy to cause consumers to question the sincerity of corporate charitable motives, which is not conducive to increasing positive reputation capital. This will weaken the positive adjustment effect of charitable donation on the relationship between advertising marketing and sales growth.
【作者單位】： 南京大學(xué)商學(xué)院;
【基金】：國家自然科學(xué)基金項目(71272108、71072038) 江蘇省普通高校博士研究生科研創(chuàng)新計劃資助項目(KYLX_0004)
【分類號】：F274

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本文編號：1888915