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)

Alanna Alia Hannantyas • Edy Yulianto • M. Kholid Mawardi
Journal article Jurnal Administrasi Bisnis S1 Universitas Brawijaya • April 2016 Indonesia • Thailand

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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.

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Jurnal Administrasi Bisnis S1 Universitas Brawijaya

Jurnal Administrasi Bisnis S1 Universitas Brawijaya merupakan jurnal ilmiah yang memuat artikel b... see more