The Effects of Company-cause-customer Fit on the Consumer Trust and Purchase Intent in Cause-Related Marketing

Around the world, many companies have been committed to public welfare about education, environmental, health and other public utilities, such as Coca-Cola, Procter & Gamble, Microsoft, Motorola, etc. In China, Tencent and other companies have also committed to the Welfare. By this initiative, the companies have improved the relationship between government and consumers, and have established a positive image full of loving, responsibility. Although scholars have made a lot of contributions to the study in Cause-related Marketing Tencent engaged in public construction actively, involved in many areas of the projects including medical, education and environmental protection. Tencent Group companies and employees have donated 1.746 billion yuan. Main purposes of this research are to answer the following research questions is that how company-cause-customer fit effect on the Consumer Trust and Purchase Intent. Research found that Company-Cause Fit had a positive influence on Consumer Trust; Customer-Cause Fit had a positive influence on Purchase intent; Company-Cause Fit had a positive influence on Purchase intent; Customer-Company Fit had a positive influence on Purchase intent; Customer-Cause Fit had a positive influence on Purchase intent; Consumer Trust had a positive influence on Purchase intent.