:::

詳目顯示

回上一頁
題名:企業社會責任、企業聲望與品牌權益關聯之探討
作者:蕭志怡
作者(外文):Hsiao, Chih-Yi
校院名稱:國立交通大學
系所名稱:管理科學系所
指導教授:陳姵樺
王漢民
學位類別:博士
出版日期:2017
主題關鍵詞:企業社會責任企業聲望品牌權益質性模糊分析比較法分量迴歸Corporate Social ResponsibilityCorporate ReputationBrand Equityfuzzy set/Qualitative Comparative AnalysisQuantile Regression
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:0
  • 點閱點閱:8
企業社會責任已成為全球趨勢,然而實施企業社會責任除了利他之外,對企業與利害關係人實為雙贏局面,在為利害關係人付出的同時,也為企業建立良好的形象與聲望,消費者對於善意真誠的企業責任行為也較易產生信任感,進而為企業帶來業績及超額利潤。本研究以以結構方程式、模糊質性分析比較法以及迴歸分析對企業社會責任與企業聲望的各單一組成因素對品牌權益的影響進行深入探討,並且相互對照佐證後研究發現,企業社會責任對品牌權益的提昇確有助益,尤其以公司治理最為關鍵;而企業聲望中的股東報酬構面對品牌權益有正向顯著影響,惟企業營運存在各種複雜的影響因素,因此視企業本身諸如企業規模、體制及品牌策略執行績效等各種客觀條件不同,仍有部分企業社會責任與企業聲望之單一構面對品牌權益呈現負向影響,此亦為策略制定者需要關注的重點。
Corporate social responsibility has become an international tendency, however, the implementation of corporate social responsibility not only altruism, but also the business and the stakeholders are a win-win situation. While doing efforts for the stakeholders, the enterprises also establishing a good image and reputation. Due to a good faith behavior by corporate most likely make stakeholders trust, and then bring business performance and excess profits for business. This study explores the impact of corporate social responsibility and corporate reputation on brand equity in detailed dimensions by structural equation model, fuzzy set/Qualitative Comparative Analysis and regression analysis. The findings show that corporate social responsibility is really helpful to brand equity, especially in corporate governance is the most critical; and shareholder performance in corporate reputation has also a positive significant impact on the brand equity. However, the business operation is influenced by lots of complex factors, so depending on the enterprise situations, such as firm scale, institutional and brand strategy performance and other objective conditions, there are still some factors of corporate social responsibility and corporate reputation show the negative impact on brand equity, which is also the key point of policy makers need to focus.
(1) 林平勺,「傳統產業變革對製造科技教學的啟示」,生活科技教育月刊,36(4),44-51, 2003年。
(2) 高瑞新、陳俊穎,「主題樂園產業企業社會責任、企業形象與組織認同關係之研究-以E主題樂園為例」,商略學報,6(4),281-300,2014年。new window
(3) 莊慧玲、蔡勝弘,「電子“薪”貴嗎?-電子製造業與傳統製造業受僱員工薪資報酬差異之研究」,管理學報,23(1),1 - 22,2006年。new window
(4) 蔡宜芬、李城忠,「公益行銷與品牌權益關係之研究-以福特汽車與王建民為例」,運動休閒管理學報,5(1),18-34,2008年。new window
(5) 蔡耀程,「綠色行銷工具與消費者願付價格之研究-以羽球器材/設備消費為例」,嶺東體育暨休閒學刊,11, 87-103,2013年。new window
(6) 鄭哲惠、 王兼善、張嘉文,「現金流量資訊衡量電子業的企業生命週期 之概況:兼論其對盈餘攸關性之影響」,東吳經濟商學學報,91,61-80,2015年。new window
(7) 魏文欽、莊怡萱,「企業社會責任、企業形象、消費者態度與行爲意向關係之實證研究」,International Journal of Lisrel,2(2),1-21,2009年。
(8) Aaker D. A., Managing brand equity, New York, The Free Press, 1991.
(9) Aaker D. A., “The value of brand equity”, Journal of Business Strategy, 13(4), 27-32, 1992.
(10) Aaker D. A., Building strong brands, New York,The Free Press, 1996.
(11) Aaker D. A., “Measuring brand equity across products and markets”, California Management Review, 38(3), 102-120, 1996.
(12) Alcaniz, E. B., Caceres, R. C., Perez, R. C., “Alliances between brands and social causes: The influence of company credibility on social responsibility image”, Journal of Business Ethics, 96, 169–186, 2010.
(13) Barwise P., “Brand Equity: Snark or Boojum?”, International Journal of Research in Marketing, 1, 93–104, 1993.
(14) Blackett T., “The Valuation of Brands”, Marketing Intelligence and Planning, 9(1), 27-35, 1991.
(15) Bonner P. G., Nelson R., Product attributes and perceived quality: Foods, perceived quality, Lexington: Lexington Books, 1985.
(16) BrandFinance 250, The annual report on the world’s most valuable brands, Brand Finance, 2007.
(17) Brasco T. C., “How Brand Name are Valued for Acquisitions”, In:L. Leuthesser (Eds), Marketing Science Institute, 88-104, MA, 1988.
(18) Carroll A. B., “The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders”, Business Horizons, 34(4), 39–48, 1991.
(19) Caves R. E., Porter M. E., “From Entry Barriers to Mobility Barriers: Conjectural Decisions and Contrived Deterrence to New Competition”, The Quarterly Journal of Economics, 91(2), 241-262, 1977.
(20) Chu S., Keh, H. T., “Brand value creation: Analysis of the interbrand-business week brand value rankings”, Marketing Letters, 17, 323-331, 2006.
(21) Daft R. L., “Organization theory and design”, Cincinnati: South-Western College Publishing, 2003.
(22) Dauvergne P., Lister J., “Big brand sustainability:Governance prospects and environmental limits”, Global Environmental Change-human and Policy Dimensions, 22(1), 36-45, 2012.
(23) Davis S., Douglass D., “Holistic Approach to Brand Equity Management”. Marketing news, 16, 4-5, 1995.
(24) Eisingerich A.B., Rubera G., “Drivers of Brand Commitment: A Cross-National Investigation”, Journal of international marketing, 18(2), 64-79, 2010.
(25) Farquhar P.H., “Managing brand equity'', Marketing Research, 1, 24-33, 1989.
(26) Ferrell O. C., Geoffrey H., “Business: A changing world”, New York:McGraw-Hill, 2000.
(27) Fiss, P. C., “A set-theoretic approach to organizational configurations”, Academy of Management Review, 32(4), 1180-1198, 2007.
(28) Fombrun, C. J., “Reputation: Realizing value from the corporate image”. Boston: Harvard Business School Press, 1996.
(29) Fornell C. W., (1992). "A Model of Customer Complaint Management", Marketing Science, (7), 287-298.
(30) Godfrey, P. C., “The relationship between corporate philanthropy and shareholder wealth: A risk management perspective”, Academy of Management Review, 30, 777–798, 2005.
(31) Hill S., McGrath J., Dayal S., “How to Brand Sand”, Strategy & Business, 1998.
(32) Hirose Y., The Report of the Committee on Brand Valuation, Ministry of Economy, Trade and Industry, Government of Japan, 2002.
(33) Hsu K., “The advertising effects of corporate social responsibility on corporate reputation and brand equity: Evidence from life insurance industry in Taiwan”, Journal of Business Ethics, 109, 189–201, 2012.
(34) Huber T., Brand Equity Excellence, BBDO Group Germany, 2001.
(35) Hur W. M., Ahn K. H., Kim M., “Building brand loyalty through managing brand community commitment”, Management Decision, 49(7-8), 1194-1213, 2011.
(36) Keller, K. L., “Conceptualizing, measuring, and managing customer-based brand equity”, Journal of Marketing Research, 57(1), 1-22, 1993.
(37) Keller K. L., Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Upper Saddle River, Prentice Hall, 2003.
(38) Kim Y., “Strategic communication of corporate social responsibility (CSR): Effects of stated motives and corporate reputation on stakeholder responses”, Public Relations Review, 40, 838–840, 2014.
(39) Knapp D. E., The Brand Mindset, New York, McGraw-Hill, 2000.
(40) Koch R., The "Financial Times" Guide to Management and Finance: an A-Z of Tools, Terms and Techniques (Financial Times Series), Financial Times/ Prentice Hall; 1 edition, 1984.
(41) Koenker R., Bassett, G., Jr. “Regression quantiles”, Econometrica, 46(1), 33–50, 1978.
(42) Kolter P., Marketing Management: An Asian Perspective, Singapore, Prentice-Hall, 1999.
(43) Kotler P., Lee, N., “Marketing in the Public Sector: A Roadmap for Improved Performance”, New York, Wharton School Publishing, 2006.
(44) Lai C. S., Chiu C. J., Yang C. F., Pai D. C., “The effects of corporate social responsibility on brand performance:The mediating effect of industrial band equity and corporate reputation”, Journal of Business Ethics, 95(3), 457–469, 2010.
(45) Larkin M.A., Blackshields G., Brown N.P., Chenna R., McGettigan P.A., McWilliam H., ValentinF., Wallace I.M., Wilm A., Lopez R., Thompson J.D., Gibson T.J., Higgins D.G., “Clustal W and Clustal X version 2.0”, Bioinformatics, 23, 2947–2948, 2007.
(46) Leuthesser L., “Defining, measuring and managing brand equity'', A Conference Summary, Marketing Science Institute, Cambridge MA, 1988.
(47) Louviere L., Johnson R., “Measuring brand image with conjoint analysis and choice models”, In L. Leuthesser, MSI Report, 88-104. (1988).
(48) Lussier R. N., Management fundamentals, New York, Thomson Learning, Inc., 2000.
(49) Maden C., Arikan E., Telci E.E., Kantur D., “Linking corporate social responsibility to corporate reputation: a study on understanding behavioural consequences”, Procedia: Social and Behavioural Sciences, 58, 655-664, 2012.
(50) Melo T., Garrido-Morgado A., “Corporate reputation: A combination of social responsibility and industry”, Corporate Social Responsibility and Environmental, 2012.
(51) Ogilvy D., The Image of The Brand – A New Approach to Creative Operations, Text of talk given at the American Association of Advertising Agencies, Reprinted by Courtesy of Ogilvy & Mather, 1955.
(52) Owen S., “The Landor image power survey: a global assessment of rand strength”, in Aaker, D. and Biel, A. (Eds), Brand Equity and Advertising:Advertising's Role in Building Strong Brands”, Lawrence Erlbaum, Hillsdale, NJ, 11‐30, 1993.
(53) Park J., Lee H., Kim S., “Corporate social responsibilities, consumer trust and corporate reputation: South Korean consumers’ perspective”, Journal of Business Research , 67(3), 295-302, 2014.
(54) Porter M. E., Kramer M. R., “Creating Shared Value”, Harvard Business Review, 89(1-2), 62-77, 2011.
(55) Ragin C. C., The Comparative Method: Moving Beyond Qualitative and Quantitative Strategies, University of California Press, 1987.
(56) Ragin C. C., Fuzzy-Set Social Science, University of Chicago Press, 2000.
(57) Ragin C. C., “Prototypes and strategy: assigning causal credit using fuzzy sets (with Bruce Kogut and John Paul MacDuffie)”, European Management Review, 1(2), 114-131, 2004.
(58) Ragin C. C., “Set relations in social research: evaluating their consistency and coverage”, Political Analysis, 14(3), 291-310, 2006.
(59) Ragin, C. C., Redesigning social inquiry: Fuzzy sets and beyond. Chicago, IL, University of Chicago Press, 2008.
(60) Ragin, C. C., The comparative method: Moving beyond qualitative and quantitative strategies, Oakland CA, Univ of California Press, 2014.
(61) Rangaswamy A, Burke R.R., Oliva T.A., “Brand Equity and the extendibility of Brand names”, International Journal of Research in Marketing, 10(1), 61-75, 1993.
(62) Rocha M., Brand Valuation-A versatile strategic tool for business, Interbrand, 2012.
(63) Saeidi S.P., Sofiana S, Saeidi P., Saeidi S.P., Saaeid S.A., “How Does Corporate Social Responsibility Contribute to Firm Financial Performance? The Mediating Role of Competitive Advantage, Reputation and Customer Satisfaction”, Journal of Business Research , 68, 341–350, 2014.
(64) Shocker, A.D., Srivastave R.K., Reukert R.W., ”Challenges and opportunities facing brand management: An introduction to special issue”, Journal of Marketing Research, 31, 149-158, 1994.
(65) Sweetin V. H., Knowles L. L., Summey J. H., McQueen K. S., “Willingness-to-punish the corporate brand for corporate social irresponsibility”, Journal of Business Research, 66(10), 1822–1830, 2013.
(66) Tartaglione A.M., Palumbo E., Buttaro T., “The wine industry:corporate governance trends and intellectual capital returns”, International Conference on Education, Management, Commerce and Society (EMCS), Shenyang, 2015.
(67) Tauber E. M., “Brand leverage: Strategy for Growth in A Cost-Control World”, Journal of Advertising Research, 28(4), 28-33, 1988.
(68) The Report of the Committee on Brand Valuation. Japan, The Ministry of Economy, Trade and Industry, 2002.
(69) Vogel D., “Is there a market for virtue? A critical appraisal of corporate social responsibility”, Manuscript presented at the Third Transatlantic Business Ethic Conference, 2004.
(70) Wang D. H., Chen P. H., Yu T. H., Hsiao C. Y., “The effects of corporate social responsibility on brand equity and firm performance”, Journal of Business Research, 68, 2232-2236, 2015.
(71) Wang D. H., Yu T. H., Chiang C., “Exploring the value relevance of corporate reputation: A fuzzy-set qualitative comparative analysis”, Journal of Business Research, 69, 1329-1332, 2016,
(72) Wang Y., Berens G., “The Impact of Four Types of Corporate Social Performance on Reputation and Financial Performance”, J Bus Ethics, 131, 337-359, 2015.
(73) Wang Y. G., Hsu W. L., Chang K., “The relationship between corporate social responsibility and firm performance: An application of quantile regression”, Frontiers of Business Research in China, 6(2), 218-244, 2012.
(74) Weigelt K., Camerer C., “Reputation and corporate strategy: A review of recent theory and applications”, Strategic Management Journal, 9(5), 443-454, 1988.
(75) Woodside, A. G., “Bridging the chasm between survey and case study research: Research methods for achieving generalization, accuracy, and complexity”, Industrial Marketing Management, 39(1), 64-75, 2010.
(76) Woodside, A. G., “Moving beyond multiple regression analysis to algorithms: Calling for adoption of a paradigm shift from symmetric to asymmetric thinking in data analysis and crafting theory”, Journal of Business Research, 66(4), 463-472, 2013.
(77) Zhu Y., Sun L. Y., Leung A. S. M., “Corporate social responsibility, firm reputation, and firm performance: The role of ethical leadership”, Asia Pacific Journal of Management, 31(4), 925-947, 2014.
(78) 經濟部台灣企業社會責任網站:2015.12.01擷取自 http://csr.moea.gov.tw/standards/sullivan_principles.aspx。
(79) Dow Jones Sustainability Index:2015.12.01擷取自 http://www.sustainability-indices.com/sustainability-assessment/corporate-sustainability.jsp。
(80) OECD:2015.12.01擷取自 http://www.oecd.org/corporate/mne/corporateresponsibilityfrequentlyaskedquestions.htm。
(81) World Business Council for Sustainable Development:2015.12.01擷取自 http://www.wbcsd.org/work-program/business-role/previous-work/corporate-social-responsibility.aspx
(82) Y & R:2015.12.01擷取自http://young-rubicam.de/tools-wissen/tools/brandasset-valuator/?lang=en。
(83) United Nations Global Compact:2015.12.01擷取自 https://www.unglobalcompact.org/what-is-gc/mission/principles。
(84) Smith, J., “The company with the best CSR reputations”, Forbes, 2012, Retrieved March 5, 2017 from https://www.forbes.com/sites/jacquelynsmith/2012/12/10/the-companies-with-the-best-csr-reputations/#1ca0d3ca4404.
 
 
 
 
第一頁 上一頁 下一頁 最後一頁 top
:::
無相關書籍
 
無相關著作
 
QR Code
QRCODE