| 摘要 | 第5-8页 |
| ABSTRACT | 第8-11页 |
| LIST OF ABBREVIATION | 第19-20页 |
| CHAPTER ONE INTRODUCTION | 第20-34页 |
| 1.1 Thesis Introduction | 第20-21页 |
| 1.2 Research Background | 第21-24页 |
| 1.3 Problem Statement | 第24页 |
| 1.4 Research Importance and Significant of the Study | 第24-26页 |
| 1.5 Objectives of the Study | 第26-29页 |
| 1.6 Research Questions | 第29-32页 |
| 1.7 Organization of the Chapters | 第32-34页 |
| CHAPTER TWO LITERATURE REVIEW | 第34-55页 |
| 2.1 Road Map for Using HistCite | 第34-39页 |
| 2.2 Cause related marketing (CRM) | 第39-43页 |
| 2.2.1 Evolution of CRM | 第39-40页 |
| 2.2.2 Cause Related Marketing in Pakistan and China | 第40-43页 |
| 2.3 Cause Brand Alliance (CBA) | 第43-48页 |
| 2.3.1 Evolution of Cause Brand alliance | 第45-46页 |
| 2.3.2 Theories related to CBA | 第46-48页 |
| 2.4 Role of Brand Familiarity, Fit and Prior attitude in Evaluation of CBA | 第48-53页 |
| 2.4.1 Brand Familiarity Can Affect Evaluation of CBA | 第48-50页 |
| 2.4.2 Cause-Band Fit Can Affect Evaluation of CBA | 第50-53页 |
| 2.4.3 Prior Attitude Can Affect Evaluation of CBA and Post Attitude | 第53页 |
| 2.5 Rational for Selection of Pakistani and Chinese Markets | 第53-55页 |
| CHAPTER THREE RESEARCH FRAMEWORK AND DESIGN | 第55-71页 |
| 3.1 Processing of a Cause-brand Alliance | 第55-56页 |
| 3.2 The Formation and Accessibility of Attitudes | 第56-58页 |
| 3.3 Factors affecting CBA Evaulation | 第58-59页 |
| 3.4 Proposed Research Model | 第59-60页 |
| 3.5 Research Variables | 第60页 |
| 3.6 Hypotheses Development | 第60-71页 |
| 3.6.1 Brand cause fit | 第60-62页 |
| 3.6.2 Pre attitude toward CBA and Post attitude of cause and brand | 第62-65页 |
| 3.6.3 Spill-over Effects in a Cause-brand alliance | 第65-67页 |
| 3.6.4 Moderating effect of brand familiarity | 第67-71页 |
| CHAPTER FOUR RESEARCH METHODLOGY | 第71-95页 |
| 4.1 Investigation Synopsis | 第71页 |
| 4.2 Population and Sample | 第71-72页 |
| 4.3 Design and Procedure | 第72-84页 |
| 4.3.1 Selection of Brands and Causes: Pre-Test | 第72-75页 |
| 4.3.2 Exploratory factor analysis | 第75-80页 |
| 4.3.3 Confirmatory factor analysis | 第80-83页 |
| 4.3.4 Model Comparison | 第83-84页 |
| 4.4 Method | 第84-88页 |
| 4.4.1 Item and scale development process | 第84-85页 |
| 4.4.2 Item generation | 第85页 |
| 4.4.3 Pre attitude of cause and brand | 第85-86页 |
| 4.4.4 Cause brand fit | 第86页 |
| 4.4.5 Brand Familiarity | 第86页 |
| 4.4.6 Post attitude of cause and brand | 第86-87页 |
| 4.4.7 Pre Test | 第87-88页 |
| 4.5 Data Collection | 第88-95页 |
| 4.5.1 Measurement model evaluation | 第89-90页 |
| 4.5.2 Reliability and Validity measures | 第90-95页 |
| CHAPTER FIVE RESULTS & DISCUSSION | 第95-124页 |
| 5.1 Analysis of Structural Equation Modeling (SEM), Mediation Effect of CBA | 第95-97页 |
| 5.2 Analysis of Measurement Model (Full Sample) | 第97-99页 |
| 5.3 Hypothesis Testing | 第99-107页 |
| 5.3.1 Effects on Post Exposure Attitudes (Study 1 & Study 2) | 第99-100页 |
| 5.3.2 Antecedents of Attitudes toward the Cause–Brand Alliance (study 1 & study 2) | 第100-101页 |
| 5.3.3 Moderating effect of familiarity | 第101-107页 |
| 5.3.3.1 High- Versus Low-Familiarity Brand (Study 1) | 第105-106页 |
| 5.3.3.2 High- Versus Low-Familiarity Brand (Study 2) | 第106-107页 |
| 5.4 Manipulation checks (Study 1 & study 2) | 第107-109页 |
| 5.5 Discussion | 第109-120页 |
| 5.5.1 Effect of Pre-attitudes of Cause and Brand on CBA and Post Attitude of Cause and Brand: Comparison of Pakistan and China | 第110-112页 |
| 5.5.2 Effect of Perception of Cause-Brand Fit on CBA: Comparison of Pakistan and China | 第112-113页 |
| 5.5.3 Effect of CBA on Post-Exposure Attitude towards the Cause and Brand: Comparison of Pakistan and China | 第113-115页 |
| 5.5.4 Moderating Effect of Brand Familiarity in China | 第115-117页 |
| 5.5.5 Moderating Effect of Brand Familiarity in Pakistan | 第117-120页 |
| 5.6 Research Extension | 第120-124页 |
| 5.6.1 Huawei & XiaoMi CRM Campaign | 第121-122页 |
| 5.6.2 Summary | 第122-124页 |
| CHAPTER SIX CONCLUSION, IMPLICATIONS, CONTRIBUTION AND FUTURE RESEARCH | 第124-136页 |
| 6.1 Conclusion | 第124-125页 |
| 6.2 Implications | 第125-130页 |
| 6.2.1 Implication for Brand/Cause Managers in China | 第126-127页 |
| 6.2.2 Implication for Brand/Cause Managers in Pakistan | 第127-128页 |
| 6.2.3 Implication Related to One Belt One Road (OBOR) and China Pakistan Economic Corridor | 第128-130页 |
| 6.3 Contribution | 第130-134页 |
| 6.3.1 Theoretically Contribution | 第130-132页 |
| 6.3.2 Practical Contribution | 第132-134页 |
| 6.4 Future Directions and Limitations | 第134-136页 |
| References | 第136-161页 |
| Appendix A | 第161-166页 |
| ACKNOWLEDGEMENT | 第166-168页 |
| Publication and Research Work-In-Process | 第168页 |
