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

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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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  -