中文摘要：

随着消费者逐渐认可和接受企业的社会公益营销行为，公益事件营销已经成为企业新的营销手段和平台。在确定了三种契合度的相对重要性后，研究基于社会认同理论和归因理论，重点考察契合度与宣传侧重点的交互效应。研究1利用正交实验设计和联合分析方法确定三种契合度中企业一消费者的契合度对消费者的态度作用最重要。研究2采用2X3组间实验设计和多元方差分析方法分析了契合度和宣传侧重点（企业、事件、均衡）对公益事件态度、品牌态度和购买行为的交互作用。研究结果发现，不仅契合度和宣传侧重点各自对消费者行为和态度的主效应显著，二者的交互效应也显著。研究结论对企业进行公益事件营销时如何定位首选契合度，营销沟通中如何权衡宣传侧重点有明确的指导意义。

英文摘要：

Cause-related marketing （CRM） is defined as the pro- cess of formulating and implementing marketing activities that are characterized by an offer from the firm to contribute a specified amount to a designated cause when customers engage in revenue- providing exchanges that satisfy organizational and individual ob- jectives. Many companies are increasingly implementing Cause- related marketing to achieve corporate and nonprofit objectives. As consumers gradually recognize and accept the cause-related marketing, which has become the new marketing tools and com- munication platforms for many companies. There are three factors such as company/brand/product, cause, and consumer in cause related marketing. While previous researches have examined the fits between any two factors on consumer attitude and intention, which fit has the most important effect is not clear. Moreover, the interaction between fit and focus/dominance, the relative emphasis given to brand or cause in a cause-related marketing communica- tion, need more research attention. Hence, based on social identity theory and attribution theory, this article explores the effects of company-consumer fit and focus on consumer attitude towards the cause and brand in cause-related marketing through two ex- periments. In study 1, 4 versions cards were generated through orthogonal experimental design. 64 college students read them and completed a series of questions. Each fit can be looked as a communication characteristic. Conjoint analysis results show that brand-consumer fit has the biggest utility and relative importance. In study 2, 124 college students participated 2 （company-fit： high or low） ＊ 3 （communication focus： cause, equal, or company） fac- torial experiment. MANOVA are used to examine the interaction effect between company-consumer fit and communication focus on consumer attitude and behavior. Findings suggest that The company managers should better target their loyal consumer（s） as primary goal in cause-related marketing. More