The Impact of Advertising Types on Brand Equity: Moderating Effects of Corporate Social Responsibility

• Main Authors: Yi-Chu Huang, 黃翊筑
• Other Authors: Kai-Li Yieh
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/wzsv64

碩士 === 國立彰化師範大學 === 企業管理學系 === 103 === Brand Equity is usually concerned and discussed in academia and business. The understanding of the cause and effect of Brand Equity provides the business strategies for enterprise to achieve organizational goals. Marketers use advertising to enhance the product exposure to promote the brand, and there are different impacts of Advertising Types on Brand Equity. Due to environmental changes and technology development, Corporate Social Responsibility became more important, and it can improve consumers' trust and support for the enterprise. The study indicates, first, whether use of advertising or not, there is no significant difference on Brand Equity of the products with high market share. Second, as for the products with low market share, using advertising would create higher Brand Equity, and print advertising is better than broadcast advertising. Third, for the products with high market share, Corporate Social Responsibility moderates the relationship between broadcast advertising and print advertising. Fourth, for products with low market share, Corporate Social Responsibility moderates the relationship of whether using advertising or not.