| Summary: | 碩士 === 大葉大學 === 國際企業管理學系碩士班 === 106 === The present research is based on the Taiwan Tourist Hotel customers’ staying, as a matter of fact, the study pretends to obtain meaningful findings about the relationship between perception of corporate social responsibility, brand attachment and citizenship behavior. Questionnaires are used in order to survey for data collection, the number of valid samples is 300. Demonstrative statistical analysis, validity analysis, reliability analysis, correlation analysis, regression analysis, etc. have been used for empirical and scientific analysis.
The results showed that perceived corporate social responsibility has a significant positive impact on brand attachment and customer citizenship behavior. On the other hand brand attachment has a significant positive impact on customer citizenship behavior, concluding that brand attachment has mediating effects on the relationship between perceived corporate social responsibility and customer citizenship behavior.
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