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研究生:詹若君
研究生(外文):Jo-Chun Chan
論文名稱:檢驗企業公益活動、企業形象與關係行銷之關係-以台北富邦馬拉松為例
論文名稱(外文):The Examination of the relationship among CSR Event corporate Images and Customer relationship – A case study of 2013 Taipei Fubon Marathon
指導教授:戚栩僊戚栩僊引用關係
學位類別:碩士
校院名稱:世新大學
系所名稱:公共關係暨廣告學研究所(含碩專班)
學門:傳播學門
學類:公共關係學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:中文
論文頁數:106
中文關鍵詞:企業社會責任品牌權益關係行銷品牌關係品質
外文關鍵詞:Corporate Social Responsibility (CSR)Brand EquityRelationship marketingBrand Relationship Quality (BRQ)
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本研究目的,在於探討企業藉由CSR活動知覺來提升或強化消費者對企業的企業形象,使消費者進而與企業建立關係的連結,透過實證研究以企業公益活動、企業形象及品牌關係品質之概念,探究檢視三者之關係是為此次研究目的的核心主軸。於當日活動現場並輔以問卷調查蒐集消費者的活動知覺、企業形象及聯想的認知以及品牌關係品質的知覺程度。以立意配額抽樣法採樣,樣本回收共300份。
研究結果發現CSR活動認知、企業形象、品牌關係品質兩兩相關性皆為正相關且達顯著水準。
(一) 企業CSR活動知覺與企業形象的關係:CSR活動認知對企業形象各別構面向並無明顯的高低差異,顯示對企業形象各構面的影響力較為一致。
(二) 企業CSR活動知覺與品牌關係品質的關係:CSR活動認知對於品牌關係品質的影響力是正向的,但受到企業形象的中介其影響程度是間接的。
(三) 企業形象與品牌關係品質的關係:整體來說,企業形象對品牌關係品質都有顯著的正向相關。
從本研究所探討之案例來看,研究假設與論證幾乎都得到支持,可以說富邦企業在操作台北富邦馬拉松活動的結果是成功的,是值得其他企業做為參考的
The research focuses in this study is to examine the corporate through CSR event perception to improve or enhance the corporate image from customer-to-business, thereby establishing the link between customer and businesses. An empirical study is conducted to look into corporate welfare event, the concept of corporate images and brand relationship quality. The study of the relationship between these three elements is the core purpose of this research. Questionnaires are handed out on the day of the event to collect customers’ perception of the event, corporate images and cognition of connection, as well as the perception of the brand relationship and quality. Using purposive and quota sampling method collect a total of 300 samples.
Research results show that CSR event cognition, corporate image and brand relationship quality are positively correlated and the correlation is significant.
(一) Corporate CSR event perception and its relationship of corporate images: CSR event cognition of individual perception of the corporate image structure has no apparent differences; the level of influence for each aspect is more consistent.
(二) Corporate CSR event perception and its brand relationship quality connection: CSR event cognition has a positive influence on brand relationship quality; however, there is indirect impact from the intermediary of its corporate images.
(三) Corporate images and brand relationship quality connection: Overall, corporate images of the brand relationship quality has a significant positive correlation.
From this case study, the hypotheses and arguments are all supported. It shows that the operating results of the Taipei Fubon Marathon event is a success and is worthy to be viewed as a reference for other corporates.
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第二章 文獻探討 4
第一節 企業社會責任 4
第二節 企業形象 9
第三節 品牌權益 12
第四節 事件行銷 26
第五節 關係行銷 29
第六節 品牌關係品質 35
第三章 研究架構與假設 38
第一節 研究架構 38
第二節 研究假設 39
第四章 研究設計與方法-個案研究 42
第一節 研究個案介紹 42
第二節 研究對象與範圍 48
第三節 抽樣及調查方法 48
第四節 問卷設計與測量 48
第五節 資料分析 53
第五章 分析與結果 55
第一節 樣本描述分析 55
第二節 變項量表之信度檢驗 58
第三節 研究變項之相關分析 60
第四節 研究變項之迴歸分析 64
第六章 研究結論與建議 75
第一節 研究結論發現 75
第二節 研究限制與建議 80
參考書目 85
附錄(一)正式問卷 92
附錄(二)研究變項各別構面之相關分析統計 96
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三、網路部分:
2013年台北富邦馬拉松。http://www.sportsnet.org.tw/20131215_fubon/race_detail.php?race_no=20131215,上網日期:2013年10月20,取自中華民國路跑協會網站
2013年台北富邦馬拉松。https://www.fubon.com/marathon/index.html ,上網日期:2013年10月20,取自2013台北富邦馬拉松網站
2013年台北富邦馬拉松。https://www.fubon.com/life/eservice/003eservice_06-01_02/02_12.html,上網日期:2013年12月20,取自富邦金控官方網站
2012年台北富邦馬拉松。http://www.sportsnet.org.tw/20121216_fubon/race_detail.php?race_no=20121216 ,上網日期:2013年10月20,取自中華民國路跑協會網站
2011年台北富邦馬拉松。https://www.facebook.com/2011fubonmarathon/photos_stream,上網日期:2013年10月20,取自2011富邦台北馬拉松FB粉絲團
ING台北國際馬拉松。http://zh.wikipedia.org/wiki/,上網日期:2013年9月17日,取自維基百科
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