| Summary: | 碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 102 === The research focuses in this study is to examine the corporate through CSR event perception to improve or enhance the corporate image from customer-to-business, thereby establishing the link between customer and businesses. An empirical study is conducted to look into corporate welfare event, the concept of corporate images and brand relationship quality. The study of the relationship between these three elements is the core purpose of this research. Questionnaires are handed out on the day of the event to collect customers’ perception of the event, corporate images and cognition of connection, as well as the perception of the brand relationship and quality. Using purposive and quota sampling method collect a total of 300 samples.
Research results show that CSR event cognition, corporate image and brand relationship quality are positively correlated and the correlation is significant.
(一) Corporate CSR event perception and its relationship of corporate images: CSR event cognition of individual perception of the corporate image structure has no apparent differences; the level of influence for each aspect is more consistent.
(二) Corporate CSR event perception and its brand relationship quality connection: CSR event cognition has a positive influence on brand relationship quality; however, there is indirect impact from the intermediary of its corporate images.
(三) Corporate images and brand relationship quality connection: Overall, corporate images of the brand relationship quality has a significant positive correlation.
From this case study, the hypotheses and arguments are all supported. It shows that the operating results of the Taipei Fubon Marathon event is a success and is worthy to be viewed as a reference for other corporates.
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