THE ROLE OF CAUSE-RELATED MARKETING ON MULTINATIONAL CORPORATE REPUTATION, BRAND IMAGE, AND PURCHASE INTENTION IN INDONESIA AND THAILAND (STUDY CASE ON THE BODY SHOP AGAINST ANIMAL TESTING CAMPAIGN)
ABSTRACT: Today,‘MNCs’are
competing‘hard to win customers’ heart‘in many partsiof the world. In this
globalization era, there are many way’to get customers’ attentions and
marketing is a must thing to do. Many western companies are practicing
Cause-Related Marketing (CRM). On the contrary, in Asia specifically in
Southeast Asian countries CRM can be considered as new. Therefore, this study
aims to examine the role of Cause Related Marketing on multinational corporate
reputation, brand image and purchase intentions in Indonesia and Thailand. The
conceptualization was then tested with primary quantitative survey data
collected from 113 respondents in Indonesia and Thailand. Path analysis was
used to test the key hyphothesis. The findings showed that Cause-Related Marketing
has a positive effect on multinational corporate reputation, brand image and
purchase intention.
Penulis: Alanna Alia Hannantyas,
Edy Yulianto, M. Kholid Mawardi
Kode Jurnal: jpadministrasinegaradd161181
