| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理系碩士班 === 105 === Brand is one of the most valuable intangible assets of the enterprise. Nowadays, consumers will choose the brand to distinguish each other and define self-value. Peer pressure makes them imitate in order to avoid being alienated by the community and bring about "fish streaming". The importance of corporate social responsibility issue is increasing. Consumers will be triggered a sense of corporate identity by the corporate social responsibility and by the choice of brand preferences to bring about a sense of belonging. That is, the brand can represent the consumer’s lifestyle.
This study took the general public as the research object and adopted web survey to explore the relationships among corporate social responsibility, customer-company identification, and brand attitude. We took “O’right” enterprise as an example. Structural equation model (SEM) was used for testing the hypothesis relations. According to the results, this study found: (1) corporate social responsibility and dependent self-construction were both positive impact on customer company identity and brand attitude. (2) High customer involvement did not have a positive moderating effect.
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