企業為善盡社會責任，以銷售與公益結合，將產品銷售收入的部份贈與公益慈善團體，達成公益活動目標，此為公益行銷。企業透過公益行銷達成銷售目的及品牌形象建立。
本研究旨在探討公益行銷如何影響品牌形象及消費者購買意願，以月餅品牌為例，採用問卷調查法，分別發放公益行銷、普通行銷廣告文案之問卷，最後共蒐集400份有效樣本，並利用差異性分析、迴歸分析，探討公益行銷對消費者認知的品牌形象、消費者購買意願的影響。
研究結果證實:
一、消費者面對企業推出的公益行銷活動，將提高品牌形象及購買意願。
二、證實消費者知覺的品牌形象對於公益行銷及購買意願產生中介效果。

Cause-related marketing is defined as a method of marketing in which enterprises combine sales and charity in order to fulfill a social responsibility. Generally, these enterprises will contribute a part of their product sales to non-profit organizations to help them achieve their charitable goals. Enterprises expect to improve their sales and build their brand image as a result of carrying out caused-related marketing activity.
The purpose of this study is to explore the relationship among cause-related marketing, brand image and consumers’ purchasing intentions, using mooncake brand marketing as a research subject. This research implemented one questionnaire requesting respondents’ reactions to the use of caused-related marketing to advertise a product and the other requested responses to a typical marketing advertisement for the same product. 400 valid copies of these two questionnaires combined were returned. Variation analysis and regression analysis were the methods used to test whether caused-related marketing activities affect brand image and consumers’ purchasing intention.
Important research conclusions were 1. Cause-related marketing appears to have a positive effect on brand image and consumers’ purchasing intention. 2. Brand image is partially affected by cause-related marketing and subsequent changes in consumers’ purchasing intentions.

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卓峰志 (2013)，善因行銷與社會創新，輔仁大學傳播創新研究中心，檢自https://rcci21.wordpress.com/2013/07/14/善因行銷與社會創新/
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陳怡如 (2016)，品牌行銷：「買一瓶只給半瓶」反倒為品牌印象大大加分？」，品牌志，檢自http://www.expbravo.com/3182/品牌行銷買一瓶只給半瓶反倒為品牌印象大.html