The Effect of Corporate Social Responsibility, Perceived Value on Brand Image for Banking Industry-Brand Awareness as a Mediator

• Main Authors: SHIH HSUAN-YU, 史軒宇
• Other Authors: YEH,HUI-JHONG
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/z625cd

碩士 === 國立高雄應用科技大學 === 企業管理系碩士在職專班 === 105 === In recent years, corporate social responsibility has gradually become one of the important issues that enterprises and society attach importance to. The relevant academic literature also has an increasing trend. How can banks make good social responsibilities to change the confidence of customers and enhance the image of banks Increasing performance to create a win-win situation is a topic worth exploring. This study is to explore whether the banking industry to implement corporate social responsibility, whether it will affect the perceived value of consumers, and then affect the brand awareness and image, and explore whether the level of consumer involvement in brand awareness affect the brand image with regulatory effect. In this study, 238 valid questionnaires were collected and analyzed and tested by AMOS software. The results showed that corporate social responsibility had a positive effect on perceived value. Perceived value has a positive effect on brand awareness. Brand awareness has a positive impact on brand image. Perceived value has a positive impact on brand image. Consumers involved in the brand any influence on the brand image has no regulatory effect.