Exploring the alliance strategy through character licensing that integrating altruistic images with cause-relating marketing campaigns
| Autor: | KAO,WEN-YING, 高雯瑛 |
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| Rok vydání: | 2019 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 107 Consumers nowadays make purchasing decisions with more dynamic factors, except for the quality of the products or services themselves, brand image, including meaning behind, will play more important role for consumers. The more the enterprise contributes to the public, the more positive image gained from customers. Many researches headlines that companies could successfully differentiate themselves in highly competitive markets by combing with social causes when launching a new product or service .According to Kotler （1996）, Enterprise or anyone promoting a concept or issues which benefit to public, non-profit organizations are not necessarily directly involved. The United States International Licensing Industry Association （LIMA）survey also shows that in all licensing types of brand alliances, character licensing products or services revenues were the highest of all kind of licensing types, meanwhile, Non-profit organizations licensing products or service revenues were the last. Revenues gap reaches 44.3% compared with character licensing type. This study explores the willingness of the alliance strategy through character licensing that integrating altruistic images with cause-relating marketing campaigns. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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