The Effects of Corporate Social Responsibility onBrand Attachment : A Case Study ofMobile Phone Brand.

• Main Authors: Wahn, Yu-Cheng, 萬育誠
• Other Authors: Chou, Chien-Heng
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/cu65dw

碩士 === 中國文化大學 === 國際企業管理學系 === 106 === The aim of this study is to determine whether corporation can influence emotional brand attachment with brands by connecting self awareness of consumers to raise the value of the brand and to be competent in the industry through corporate social responsibilities. The study carries research in the mobile phone industry , targets demography of students, and is conducted through structured survey. The result of the research shows that executing corporate social responsibilities significantly makes positive impact on the level of emotional bond of consumers with brands. The result of this research can provide recommendation for the future branding and operations of businesses.