| Summary: | 碩士 === 逢甲大學 === 合作經濟學所 === 96 === The research probed the relationship between corporate philanthropy and factor of cognition based on consumer’s viewpoint. Intend to understand if the enterprise doing philanthropy will get more cognition from consumer to promote the consumer’s brand image. To discuss will they change their original brand attitude, brand association and increase their purchase intention. Through the probe for business benefit, we expect to have some practical help for enterprises between sponsorship and philanthropy.
The research is aimed at the althletic shoes consumption group. The data were
collected through a questionnaire. And the questionnaire was extended to spectators of corporate philanthropy in order to understand the consumer’s opinions. Furthermore, our research used the SEM to test the research framework after the data been retrieved.
The results suggest that in the part of consumer perceptions, corporate philanthropy has positive influence on brand image transfer effect. And positive brand image has significant influence on brand attitude and brand association. Finally, consumer’s well brand attitude and brand association has significant influence on their product purchase intention.
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