| Summary: | 碩士 === 中國文化大學 === 國際企業管理學系 === 107 === In todays highly competitive market, companies are often adopting various brand development strategies to consolidate their strengths and create better organizational performance in order to create higher brand values. In many brand strategy thinking, customer orientation and competitor orientation are two important directions. In addition, the marketing literature also proposes brand strategy combined with corporate social responsibility to enhance brand competitiveness and brand value. This research topic has received much attention in recent years. However, the past literature mostly focuses on the direct influence of customer orientation, competitor orientation and corporate social responsibility investment on business performance, while ignoring its behind-the-scenes mechanism. This study believes that this actually requires brand value to affect business performance.
This study collects non-structural and structural secondary data for data analysis and hypothesis verification, and selects 59 corporate brands that have been selected to enter the top 100 brands in China in the past three years (2015-2017). Using the non-structural texts of the annual report to measure customer orientation, competitor orientation and corporate social responsibility, and to measure the brand value by BRANDZ brand evaluation, and finally evaluate the overall performance of the company by the net rate of return.
This study finds that customer orientation can positively enhance brand value, but the input of competitors and corporate social responsibility is not significant for enhancing brand value. Brand value can positively improve business performance. Therefore, this study provides reference value for the academic and practical application of brand management for domestic and foreign scholars and practitioners.
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