| Summary: | 碩士 === 國立臺北教育大學 === 文化創意產業經營學系 === 99 === The Industrial Revolution promoted the economical development around the world.However, at the peak of the industrial development in the twentieth century, social problems gradually emerged, including environmental pollution, energy shortage, sexual discrimination, the wealth gap between rich and poor, labor abuse, and global food crisis. These negative phenomena brought about reflections upon enterprises, the environment, and all the people. For consumers, corporate social responsibility becomes a criterion in judging its moral images. Meanwhile, the social marketing based on social ideas or issues is operated among corporate-consolidation, non-profit organizations. One characteristic of consumer market in the postmodern society lies in that, instead of merely satisfied with pursuing common values collectively, consumers crave for shaping a unique style in terms of distinct consumption. Consequently, the perception of brand culture and features turns out to be an important target when consumers choose products. With a more and more intense market competition among homogeneous brands or products and with the determination to pursue the core value of sustainability and fulfill its responsibility as a corporate citizen, it will be worthwhile to elaborate on whether an enterprise can successfully make an impact on consumers’ recognition of its brand. Accordingly, this study is to discuss the relationship among corporate citizenship, social marketing, and
brand equity.
Aiming at cultural and creative industries, this study chooses Yuan Soap, an own brand in Taiwan, as a target to discuss linearity among variables by the structural equation model and to verify its causal path relation. After collecting and analyzing 318 effective questionnaires, the study concludes that corporate citizenship and social marketing have positive influence on brand awareness and association. Specifically, the more positive attitude that consumers have for the recognition of corporate citizenship and related issues, the more powerful corporate citizenship and social
marketing is for brand awareness and association.
Since consumer market has been identified as a field of self-realization,what a brand represents is an embodiment of values, and this embodiment matters.For management, this study suggests that, more than participating in charity and donations as the fulfillment of traditional social responsibility, an enterprise should have a conscience, contributing to its society. With the ideal of sustainability, an enterprise needs to carry out social responsibility by providing services and selling products, so as to promote social and cultural changes and empower consumers to achieve
self-realization.
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