好事是否做對了? 運輸企業善因行銷策略之研究__臺灣人文及社會科學引文索引資料庫

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題名：	好事是否做對了? 運輸企業善因行銷策略之研究
書刊名：	都市交通
作者：	任維廉／胡友維／涂榮庭／呂堂榮
作者(外文)：	Jen, William／Hu, Daniel／Tu, Rungting／Lu, Tim
出版日期：	2009
卷期：	24:1
頁次：	頁1-14
主題關鍵詞：	善因行銷；知覺契合度；涉入；企業聯想；企業形象；顧客滿意度；Cause-related marketing；Perceived fit；Involvement；Corporate association；Corporate image；Customer satisfaction
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:1 共同引用:0 點閱:5

隨著大眾對社會責任重要性認識的逐步提高，運輸產業藉由舉辦社會行銷活動來履行社會責任變得日益普遍。本研究探討社會行銷如何通過運輸企業與善因間的契合度及消費者對善因的涉入程度對企業聯想產生影響，並且進一步影響企業形象與顧客滿意度。研究結果顯示：企業與善因之間的契合度與消費者對善因的涉入程度的確會影響消費者對企業的聯想，而企業聯想也會進一步地影響企業形象與顧客滿意度。然而，消費者對企業社會責任的聯想，不會直接影響消費者對於該公司產品與服務的滿意度。本研究最後提出具體的管理建議對運輸產業有良好的實踐意義。

以文找文

With the enhancing attention to corporate social responsibility in public, it is more and more prevailing for corporations to conduct social marketing activities. This study aims at investigating how social marketing affects the corporate image and the customer satisfaction level, by the ways of the perceived corporation-cause fit and involvement influencing the corporate association. The research finding indicates that the corporation-cause fit level and involvement level does influence corporate association and further indirectly affect corporate image and customer satisfaction in consumer’s perspective. However, this research also finds out that corporate social responsibility association does not directly affect customer satisfaction with the products/services. This study presents both theoretical and managerial implication.

以文找文

期刊論文
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