Relationship between Corporate Social Responsibility and Brand Equity-Consideration of Moderating Effect from Country of Origin and Consumer Involvement

• Main Authors: Pei-Fei, liao, 廖培斐
• Other Authors: Jyh-Fng, Ho
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/40661194078936643813

碩士 === 國立臺北商業技術學院 === 國際商務系碩士班 === 98 === As the change of generations and social values change, consumers not only paid attention to their self interests, but also care about how the enterprises feedback to the society. The purpose of this study is to focuses consumers' perspective for exploring their views on corporate social responsibility(CSR),and also considers country of origin image,and involvement, as moderating variables to test their impacts on brand equity. We also include and sales promotion as control variables. Evidence samples were selected from consumers who used to have or now in use of the notebook, and cluster the brand which origional from Taiwan, China, Japan,and U.S. to measure the country of origin image. We collected 326 valid questionnaires. This study applies SPSS as the statistical software for empirical studies, and the empirical methodologies including：descriptive statistical analysis, regression analysis, ANOVA, reliability analysis, factor analysis and using hierarchical regression analysis to test the moderator. The findings of this study are summarized as follows： 1. CSR has positive effects on brand equity, including brand loyalty, brand awareness, brand associations and perceived quality. 2. The relationship among CSR and brand equity, partially has moderating effect by country of origin image. a. Country of origin image has a positive moderating effect between CSR and brand loyalty, brand associations. b. The country of origin image failed to moderate the between the CSR and the brand awareness, perceived quality. 3. The relationship among CSR and brand equity, not all has moderating effect by involvement. a. Involvement has a positive moderating effect between CSR and brand awareness. b. The involvement failed to moderate the relationship between the CSR and the brand loyalty, brand associations, perceived quality.