| Summary: | 碩士 === 國立彰化師範大學 === 企業管理學系 === 102 === Media, government and activists are getting to know how to make corporates to take social responsibility nowadays. In 2011, Porter and Kramer brought up the concept of “shared value” which involves creating economic value while creating value for society. It’s the inevitable promotion of corporate social responsibility. Shared value is neither social responsibility nor charities, it’s the new way to acquire economic value. Former studies indicate corporate social responsibility has the positive effect on brand equity, but there isn’t any research about the relationship between shared value and brand equity. Therefore, this research would investigate how corporates will effect brand equity when creates shared value.
According to the literature of shared value, this research generalizes the dimensions of shared value and investigates the relationship between shared value and brand equity. We applied IBM SPSS and AMOS to conduct a second-order confirmatory factor analysis and a SEM analysis by using quantitative analysis. This research proves the five dimensions of shared value and discovers the significant positive relationship between shared value and brand equity. By using simultaneous analysis of several groups, we found that there is no effect on brand equity no matter how corporates create shared value to the customer groups of Apple and customer aged 35 and over.
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