Examining the Mediating Effect of NonProfit-Company Fit on Company Brand Attitude in a Social Alliance Context

[[abstract]]近來企業社會責任理念倍受消費者重視，企業履行善因相關社會責任有兩種方式，一為善因行銷(cause-related marketing)，企業結合善因話題，撥出特定金額捐助非營利組織。另一類則為社會結盟(social alliances)，為增進社會福祉，企業與非營利組織整合資源、文化與使命，共享知識，長期緊密且具互利性質的聯盟合作。 企業的社會責任贊助中有三個主要實體：社會大眾、贊助企業品牌、與非營利組織，消費者對此三者彼此間的配適知覺對消費者之結盟企業態度的影響有待深入探究。 此研究取消費者對公益組織利他價值的一致性與企業認同為中介變數結盟組織間配適之前置變數，檢驗三者對結盟企業品牌態度的影響。以聯合勸募協會與花旗銀行為個案，採網路問卷蒐集資料，扣除無效問卷共收集331份樣本，並以Smart PLS統計軟體檢驗本研究提出的結構關係。 實證結果指出，在社會結盟情境下，社會結盟組織間配適，在公益組織利他價值的一致性與企業認同，對結盟企業品牌態度間，扮演重要的中介角色。意即，公益組織利他價值的一致性與企業認同正向影響消費者社會結盟組織間的配適知覺，繼而影響結盟企業的品牌態度。[[abstract]]Recently company fulfills is social responsibility in two fashionable ways:(1) cause-related marketing where the company integrate a cause of the topic into its marketing program and donate a specific amount of contributions to nonprofit organizations；(2) social alliance where a strategically cooperative relationship between a company and a nonprofit organization to encompass a close mutually beneficial long-term partnership The purpose of the latter is to drive the public focus on a social issue This study examines the impacts of consumer self-congruence with nonprofit altruistic value corporate identification and their perception of nonprofit-company fit on attitude toward the alliance brand Internet survey was carried out to collect data A total of 331 valid samples were used to test the hypothesis via Partial least squares modeling The results indicate the company-nonprofit perceived fit plays a critical role in mediating the relationship between the impacts of self-congruence with nonprofit and corporate identification on sponsoring brand attitude in a social alliance context That is consumer identification with both the nonprofit and company are the antecedents of company-nonprofit perceived fi