Effects of corporate social responsibility on brand identification and customer behavior intention

• Main Authors: Tsui-Yin Chien, 簡翠瑩
• Other Authors: Hao-Chen Huang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/41272230060574234329

碩士 === 國立高雄應用科技大學 === 財富與稅務管理系 === 101 === The primary objective of this study is to investigate the potential impact of corporate social responsibility on brand identification and customer behavior intention. Inspired by the corporate social responsibility perspective, this work devises a hypothesized model for exploring the links among contextual variables and collects data via a questionnaire design. Accordingly, in the conceptual model, corporate social responsibility is conceptualized as a second-order construct comprised of four complementary first-order dimensions: economic responsibility, legal responsibility, ethical responsibility, and discretionary responsibility. To clarify the relationships among these variables, structural equation modeling (SEM) is used to examine the hypothesized model’s fit and hypotheses. Using data from a study of 330 valid questionnaires sampled from Taiwanese customers, the SEM results clearly demonstrate that corporate social responsibility shows significant effect on brand identification and customer behavior intention. In addition, the result suggests that brand identification influences customer behavior intention. Moreover, this paper offers a contribution to the current literature by adding empirical evidence from customers on the role of corporate social responsibility in the brand identification and customer behavior intention.