臺灣博碩士論文加值系統

近些年來，隨著食品安全問題、企業產品品質問題、產品售後服務問題、企業誠信問題、企業污染問題的層出不求，致使很多企業在群眾心中的形象、責任感和使命感大打折扣，群眾不禁對企業社會責任履行留下了一個大大的問號？所有這些問題都表現出當前企業社會責任履行情況不容樂觀。
關於企業社會責任的諸多爭議及討論無疑為企業品牌資產的樹立和維護雪上加霜，造成了很多企業由於社會責任履行不到位其品牌資產一落千丈，也被廣大的消費群體拉入“黑名單”。就我國企業發展現狀而言，很多企業對於社會責任履行缺乏清楚的認識和清晰的思路，企業更多的是追求眼前的利益而忽略了社會責任，這帶來的企業品牌資產大打折扣也是目前我國眾多企業無法根治的，究其原因是因為我國企業普遍缺乏承擔社會責任的決心和機制，對於企業社會責任對品牌資產影響更是缺乏全面的認識和理智的思考。
本研究的主要研究工作及其成果歸納如下：
一、社會責任對品牌資產及維度存在顯著性影響。社會責任部分維度對品牌資產的影響是具有顯著性正向的，對感知品質和品牌聯想具有顯著性影響。
二、社會責任各維度對品牌資產及維度存在顯著性正向影響。企業履行公益型社會責任與品牌資產及各維度都具有顯著性影響；企業履行綜合型社會責任對品牌資產及品牌聯想、感知品質存在顯著性影響；企業履行業務型社會責任對品牌聯想、感知品質具有顯著性影響。
三、社會責任履行對企業品牌資產的影響過程中，既有直接路徑又有間接路徑。其中，直接路徑表現為社會責任直接影響品牌資產、品牌聯想和感知品質；間接路徑表現為社會責任履行對信任產生直接作用關係，如果信任感比較強，對於企業品牌聯想和忠誠度都會產生顯著的影響，這也可以加進客戶對於產品的信賴度；不同的社會責任的角度對於企業的品牌的影響程度是不同的，其中公益責任角度會影響品牌的忠誠度，從而影響到品牌的價值。此外，還對品牌資產具有直接作用關係。綜合型社會責任僅對品牌聯想具有顯著的作用關係。業務型社會責任不僅對品牌聯想和感知品質具有直接作用關係，而且還對信任具有顯著的作用關係，然後信任對品牌資產及各維度形成顯著的作用路徑。

In recent years, with the food safety issues, product quality problems, product after-sales service, corporate integrity issues, corporate pollution problem are not for, resulting in many companies image in the minds of the masses, sense of responsibility and mission are discounted, people can not help but to corporate social responsibility perform left a big question mark? All these issues have shown that the current corporate social responsibility to fulfill the situation is not optimistic.
On corporate social responsibility of a lot of controversy and discussion undoubtedly brand assets is to establish and maintain worse, resulting in a lot of enterprises due to the social responsibility is not in place the brand assets plummeted, also be pulled into the vast number of consumer groups to the "black list". The development situation of the enterprises in our country, many enterprises for social responsibility to fulfill the lack of clear understanding and clarity of thought, enterprise more is the pursuit of immediate interests while ignoring the social responsibility, which brings the enterprise brand equity to sell at a discount greatly is currently, many enterprises in our country without Norine Ji. The reason is because of China's enterprises are generally lack of bear social responsibility determination and mechanism, the influence of corporate social responsibility on brand equity is the lack of comprehensive understanding and rational thinking.
The main research work and results of this study are summarized as follows:
First, social responsibility has significant impact on brand equity and dimensions. Some dimensions of social responsibility has a significant positive effect on brand equity, has significant effect on the perceived quality and brand association.
Second, the dimensions of social responsibility has a significant positive effect on brand equity and dimensions. Corporate environmental responsibility and brand assets and each dimension has a significant effect; corporate community responsibility the brand assets and brand association, perceived quality has significant influence; enterprises to fulfill their consumer responsibility on brand association, perception of quality has a significant impact.
Third, social responsibility to fulfill the process of enterprise brand equity, both the direct path and indirect path. The direct path performance for social responsibility directly affect brand equity, brand association and perceived quality; indirect path performance of social responsibility performance has a direct effect on the trust, and trust and dimensions of brand equity, brand association, perceived quality and brand loyalty honesty formed significant influence and indirect influence on brand equity through brand loyalty; in the different dimensions of corporate social responsibility on the brand assets and dimensions of the impact process and environmental responsibility brand loyalty through indirect effects of brand assets, in addition, to the brand assets have direct interaction. Only the community responsibility brand association has significant relationship. Consumer responsibility not only has a direct influence on brand association and perceived quality, but also has significant relationship on trust, and trust formation path significantly on brand equity and dimensions.

致謝 ii
摘要 iii
Abstract v
圖目錄 xi
表目錄 xii
第一章 緒論 1
1.1 研究背景和意義 1
1.1.1研究背景 1
1.1.2研究意義 2
1.2 研究內容和方法 3
1.2.1論文的研究內容 3
1.2.2論文的研究方法 3
1.3 論文研究的創新點 4
第二章 基本概念及相關理論 6
2.1 企業社會責任概念與內涵 6
2.2 品牌資產的概念 9
2.2.1 品牌的概念 9
2.2.2 品牌資產 10
2.3 企業社會責任對品牌資產及各維度影響的假設 12
2.3.1 企業社會責任對品牌資產影響的假設 12
2.3.2 企業社會責任對品牌資產維度影響的假設 15
2.4 企業社會責任各維度對品牌資產及各維度影響的假設 16
2.4.1 公益型社會責任對品牌資產及各維度影響的假設 17
2.4.2 綜合型社會責任對品牌資產及各維度影響的假設 18
2.4.3 業務型社會責任對品牌資產及各維度影響的假設 20
第三章 研究設計 23
3.1 問卷設計 23
3.1.1 調研方法選擇 23
3.1.2 問卷結構 24
3.1.3 問卷被試者的選擇 24
3.2 變數設計 24
3.2.1 企業社會責任 25
3.2.2 品牌資產 30
3.3 模型的選擇 34
3.4 研究方法的選擇 35
3.4.1 調查法 36
3.4.2 數理統計分析法 36
第四章 資料分析與假設檢驗 37
4.1 問卷的描述分析 37
4.2 潛變數之間的相關性分析 38
4.3 假設檢驗 39
4.3.1 企業社會責任對品牌資產及各維度直接影響的檢驗 39
4.3.2 企業社會責任各維度對品牌資產及維度影響的檢驗 44
第五章 結論與展望 57
5.1 主要結論與討論 57
5.1.1 社會責任履行對品牌資產及其部分維度存在顯著性影響 57
5.1.2 社會責任各維度對品牌資產及其部分維度存在顯著性影響，並且體現出不同特徵 58
5.1.3 社會責任履行對品牌資產的影響具有獨特機理 61
5.2 研究展望 62
參考文獻 64

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