企業社會責任對公司品牌行銷之影響力

文化大學機構典藏 CCUR > 商學院 > 社會企業管理碩士在職學位學程 > 博碩士論文 > Item 987654321/50927

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题名:	企業社會責任對公司品牌行銷之影響力 The Impact of Corporate Social Responsibility on Corporate Brand Marketing
作者:	牟建信
贡献者:	社會企業管理碩士在職學位學程館
关键词:	企業社會責任品牌資產品牌價值品牌獨特性 CSR brand equity brand value brand uniqueness
日期:	2021
上传时间:	2023-02-15 10:18:10 (UTC+8)
摘要:	品牌資產一經提出便受到了學界與實踐界的重視，是行銷學界討論最為熱烈的議題之一。作為一種無形資產，它決定了企業的競爭能力、發展潛力與生命週期，是企業最具價值的部分之一。本文認為企業履行社會責任的行為能夠引起消費者的關注與期望消費者通過了解企業履行社會責任的信息，經過自身的主觀加工，形成了對企業的新的認知，從而改變消費者對企業品牌的評價，最終實現品牌資產的變化。基於以上認識，本文採集世界品牌實驗室發佈的亞洲 500最具價值品牌排行榜資料，對企業社會責任與品牌價值做相關性回歸分析。實證分析結果顯示企業社會責任的7個方面中，履行對顧客責任、對政府責任、對員工責任與塑造工業品牌價值呈正相關：企業履行社會責任對品牌價值影響有延遲性；品牌的建設是一個系統性的戰略思考、全面規劃、積極推廣的全方位過程，需要一步步地積累，一步步地建設。價值，形成成市場競爭優勢。現今是一個經營品牌最好的年代，新的消費者、商業模式崛起，老品牌遭遇前所未有的挑戰，品牌改造、品牌規劃企劃、品牌設計，多位跨領域的方式涵蓋品牌、策略、行銷、通路、產品開發、市場拓展、公關、智財、品牌改造設計，內外兼顧，知人者智，展現亮麗品牌的內涵。 Brand equity is one of the most hotly discussed issues in the marketing field. As an intangible asset, it determines the competitiveness, development potential and life cycle of an enterprise, and is one of the most valuable parts of an enterprise. This paper argues that corporate social responsibility behavior can draw consumers' attention and expecta-tions, and that by learning about corporate social responsibility information, consumers form new cognition about the company through their own subjective processing, thus changing their evaluation of the company's brand and ultimately realizing changes in brand equity. Based on the above understanding, this paper analyzes the correlation between CSR and brand value by collecting information from the Asia 500 Most Valuable Brands list released by World Brand Lab. The results of the empirical analysis show that among the seven aspects of CSR, the fulfillment of responsibility to customers, respon-sibility to government, responsibility to employees and the shaping of industrial brand value are positively correlated: the fulfillment of CSR has a delayed impact on brand value; the construction of brand is a systematic strategic thinking, comprehensive plan-ning and active promotion of a comprehensive process, which requires accumulation and construction step by step. The brand value can be formed into a competitive advantage in the market. Nowadays is the best time to operate a brand, but also the worst time. New con-sumers, business models rise, old brands are in danger, brand transformation, brand planning and planning, brand design, a number of cross-disciplinary approach covering brand, strategy, marketing, channels, product development, market development, public relations, intellectual property, brand transformation design, both internal and external, know the wisdom of the people, to show the connotation of the bright brand.
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