The Effects of Corporate Social Responsibility on Consumer Perceived Value and Brand Equity: The Moderating Effect of Fit and Socially Responsible Consumer Behavior

• Main Authors: Yi-Ling Lai, 賴怡伶
• Other Authors: Chi-Shiun Lai
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/23105977155116499315

碩士 === 國立雲林科技大學 === 國際企業管理研究所 === 99 === Corporate social responsibility (CSR) is a very popular concept in recent years. Most of the past studies focused on CSR had a positive impact on evaluation of the company. However, there are only few studies examine whether CSR create value to consumers or not. Therefore, this research examines the mediating role of perceived value in the impact of CSR types on brand equity. One hundred and ninety-eight participants were randomly assigned in a 3 (CSR types: philanthropy/ business practices CSR/ product-related CSR) x 2 (fit: high vs. low) between-subject design. Findings partially support our hypotheses and the results showed as follows: 1.Different types of CSR will affect brand equity. 2.Compared to the other two types of CSR, philanthropy activities will affect more emotional value; business practices will affect more social value; product-related CSR will affect more functional value. 3.Emotional value and functional value will affect brand equity. 4.Compared to the other two types of CSR, high fit (vs. low fit) of business practices will affect more social value. 5.Compared to the other two types of CSR, high fit (vs. low fit) of product-related CSR will affect more functional value.