碩士 / 國立高雄應用科技大學 / 國際企業系 / 100 / Corporate social responsibility has gradually become a popular issue in the international community. Many multinational firms seeking for sustainable development are no longer blindly in pursuit of profit maximization, but to the contrary, of the value of the enterprise itself.
This study attempts, from the standponit of consumers, to discuss the interrelationships among the business responsibility, ethical responsibility, philanthropic responsibility, brand image and customer loyalty in a multinational setting, using Taiwan as an example.
The results of this study show that when consumers recognize that the firm fulfill the social responsibility and moral responsibility, it will have a positive impact on brand image, but the imapct is not statistically significant when firm fulfill the philanthropic responsibilities. Besides, both the functional and experience of the brand image have positive impacts on customer loyalty while the symbol of brand image does not.
| Identifer | oai:union.ndltd.org:TW/100KUAS8320039 |
| Date | January 2012 |
| Creators | Shu-Hua Hung, 洪淑華 |
| Contributors | Shu-Fang Liu, 留淑芳 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 72 |
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