| Summary: | 碩士 === 淡江大學 === 企業管理學系碩士班 === 102 === Corporate social responsibility may be one of the major causes of new product development (NPD) project failure. However, many organizations ignore corporate social responsibility leading to a poor NPD performance. The primary purpose of this research was to investigate the associations among corporate social responsibility, brand image, and NPD performance. The second objective was to evaluate the mediating effect of brand image on the relationship between corporate social responsibility and NPD performance. The third objective was to determine whether the impact of brand image on NPD performance was moderated by product characteristics. The forth objective was to determine whether the impact of brand image on NPD performance was moderated by customer orientation.
A total of 179 usable samples were retrieved and used for descriptive analysis, factor analysis, reliability analysis, construct validity, regression analysis and two-way analysis of variance (ANOVA). The research findings are presented as below:
1.Corporate social responsibility has positive impacts on Brand image.
2.Brand image has positive impacts on NPD performance.
3.Corporate social responsibility has positive impacts on NPD performance.
4.The relationship between Corporate social responsibility and NPD performance is full mediator by Brand image.
5.The relationship between Brand image and NPD performance is moderated by product characteristics.
6.The relationship between Brand image and NPD performance is moderated by Customer Orientation.
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