| Summary: | 碩士 === 世新大學 === 國際廉能治理碩士在職學程 === 103 === The issues of corporate social responsibility (CSR) have appealed a lot of concerns by both practitioners and researchers. Many companies have devoted to engage the activities related to the issues of CSR all over the world. The case of Apple Inc. has been considered as a good practice fulfilling CSR that leads to a significant impact on its business performance. Hence, the study takes the Apple Inc. as example to explore the effects of CSR components such as community involvement and development, on brand identity, brand valuation and marketing performance. Based on the literature review, a research framework including seven hypotheses and four variables as described above is proposed. For conducting an empirical study, the research designs a questionnaire and uses a web platform to perform the survey, where the research subjects are limited to the consumers who have ever bought and used Apple products, and they are randomly selected from the people lived in Taiwan.
After completing the data collection, the reliability and validity of data are analyzed firstly, and then the hypotheses are tested by adopting the methods of confirmatory factor analysis, correlation analysis, and structural equation modeling. Some important finding are: (1) The extend of community involvement and development has positively affected on marketing performance, brand identify, and brand valuation. (2) The perceptions of both brand identify and brand valuation may positive significantly affected company’s marketing performance. (3) Brand identity and brand valuation exist the mediating effects between community involvement and development and marketing performance. The research results can provide the practitioners as a reference for developing the strategies of marketing management and planning human resources.
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