企業社會責任對品牌依附之影響：以服飾品牌為例

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/51324

Title:	企業社會責任對品牌依附之影響：以服飾品牌為例 The Effects of Corporate Social Responsibility on Brand Attachment: A Case Study of Clothing Brand.
Authors:	江秋慧
Contributors:	國際企業管理學系
Keywords:	企業社會責任品牌依附 corporate social responsibility brand-attachment
Date:	2022
Issue Date:	2023-03-03 15:47:54 (UTC+8)
Abstract:	在同類商品眾多的時代，企業提供許多豐富性的產品讓消費者進行選購，而如何建立消費者情感連結，並維持長期之依附關係，是每個企業都正在積極努力的方向，亦是參與社會公益等相關社會責任之活動都可為企業進行加分，因此，本研究在探討企業是否可經由落實企業社會責任而影響對品牌的依附，使企業利於提升品牌價值與競爭優勢。本研究以服飾品牌為研究產業，研究對象以近半年內購買過服飾品牌之消費者為主要調查族群，資料收集工具為結構是問卷，發放203份問卷，將27份無效問卷剃除後，有效問卷為176份。實證結果顯示，在控制產品品質的影響下，企業落實企業社會責任能正面影響消費者對品牌的依附程度。根據研究結果，提出在品牌經營上之意涵與未來研究建議，供企業日後再進行產品規劃或制定決策、以及後續研究人員做參考。 In the era of many similar products, enterprises provide many rich products for consumers to choose, and how to establish emotional connection with consumers and maintain long-term attachment is a direction that every enterprise is actively working on. Therefore, this study investigates whether the implementation of CSR can influence the attachment to the brand of the company, so that the company can enhance its brand value and competitive advantage. This study uses apparel brands as the research industry, and the target group is consumers who have purchased apparel brands in the past six months. 203 question-naires were distributed, and after 27 invalid questionnaires were eliminated, 176 valid questionnaires were distributed. The empirical results show that, under the influence of controlling product quality, the implementation of corporate social responsibility can positively affect consumers' attachment to the brand. Based on the results of the study, the implications of brand management and future research recommendations are proposed for future product planning and decision making, as well as for the reference of subsequent researchers.
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