| Summary: | 博士 === 逢甲大學 === 商學博士學位學程 === 106 === The development of globalization is complex and diversified. When companies implement Corporate Social Responsibility (CSR) strategies, they do not only face the competition of their peers but also the trouble and fear from the appeals or protests of public issues such as environmental protection, social and economic topics. Corporates strive to practice social responsibility, however, why it is always frustrating after they spend more effort but get fewer results. For a specific policy or decision of the corporation, there are always people who support it while others oppose it. It just can not please everyone. However, some corporations can get a high evaluation. What are the reasons? Corporations spend lots of money and manpower but can't achieve their intended purpose. The distance between corporation and consumers is always the most difficult problem that corporation wants to overcome. The focus of this study is how the psychological distance between the corporation and the general public affects the consumer’s evaluation of the corporate image and the brand image. This study employs experimental method and questionnaire method in parallel. Design and use of three different types of corporate social responsibility initiatives: cause-related marketing, corporate philanthropy, and creating shared value as the main axes of discussion. Discuss how the far and near of the psychological distance affects the customer's behavioral intention between the consumer-company identification and the brand image. The finding is that not only different types of corporate social responsibility initiatives affect customer perception of consumer-company identificatoin and brand image, but also the consumer's identification toward various types of corporate social responsibility initiatives has also changed with the rise of global civic awareness. It is worthy of corporate attention. This study can not only provide the basis for corporations to choose their suitability in the implementation of corporate social responsibility initiatives, but also help corporations to plan their social responsibilities in strategies of corporate operation and management and realize the corporate expected market position.
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