Exploring the relationship among the corporation social responsibility, corporation reputation and brand equity
|關鍵字:||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 Responsibility;Corporate Reputation;Brand Equity;fuzzy set/Qualitative Comparative Analysis;Quantile Regression|
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.
|Appears in Collections:||Thesis|