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題名 不同的企業社會責任議題對品牌延伸之影響
The Effect of Different CSR Domains to Brand Extensions作者 陳廣馨
Chen, Kuang Hsin貢獻者 邱志聖
Chiou, Jyh Shen
陳廣馨
Chen, Kuang Hsin關鍵詞 企業社會責任
品牌延伸
Corporate Social Responsibility
Brand Extension日期 2012 上傳時間 1-Apr-2014 11:14:08 (UTC+8) 摘要 幾十年來，企業社會責任早已被西方國家視為重要的議題之一，隨著時代與時俱進，企業履行社會責任在全世界蓬勃發展。企業在執行企業社會責任時，並不是每一項議題的履行消費者皆買單，Sen and Bhattacharya (2001)提出，消費者會因不同的企業社會責任議題而對公司產生不同的態度，意味著當消費者認同公司所執行的企業社會責任議題，對公司所推出的新品牌有正面的影響。 另一方面，由於全球化的影響，市場競爭激烈，企業採取較保守的手段開發新產品，品牌延伸即為其中一種。而影響消費者對品牌延伸性產品的評價主要有二個因素，一為既有產品和品牌延伸性產品型態的相似程度，二為消費者對公司或品牌認知的形象。因此本研究欲了解企業做品牌延伸之策略推出延伸性產品時，不同的企業社會責任議題是否會影響消費者對此公司產品品牌延伸的評價？在不同的企業社會責任議題下是否可讓公司品牌延伸到更遠的產品上？ 由於至今尚未有文獻討論此兩者之間是否存在著某一關聯，因此本研究以實驗設計的方式，透過操控不同的企業社會責任議題和不同的品牌延伸，是否會影響消費者對於延伸性產品的評價。本研究將研究三種不同的社會議題，分別為弱勢族群、員工福利、公司產品；三種不同的延伸性產品，分別為產品相似度高、中、低之產品。 實驗結果分析證實不同的企業社會責任議題和不同的品牌方式確實產生交互作用，對實務貢獻之重點有五大點： 1. 當公司欲做品牌延伸時，可利用公司執行何種企業社會責任議題為優勢，以衡量或選擇公司能欲推出品牌延伸相似程度高、中、低之延伸性產品。 2. 公司欲做品牌延伸，若想延伸至較不同之產品品項時，可執行較廣泛之企業社會責任議題，讓消費者對公司產生認同感和好感，加深消費者對公司之品牌形象有助於品牌延伸至較不同之產品品項。 3. 企業可以選擇與公司產品相關的議題履行企業社會責任，當公司欲做品牌延伸時，在與公司既有產品屬性種類較為一致的前提下，可以延伸至相似度較不同的產品品項，消費者會因為公司所做的企業社會責任產生好感和信任公司能把延伸性產品做好之理由，給予的評價較高。 4. 就算企業平時皆有履行企業社會責任之活動，無論選擇議題為何，消費者認知到既有產品和延伸性產品之相似度過低，通常會質疑公司是否有能力處理研發、生產、通路、銷售延伸性產品等問題，進而不看好此既有產品的上市。 5. 企業未來若有意想做品牌延伸，可以以公司現有之產品，與欲延伸之產品兩者之間相似度為依據，於現階段選擇對的企業社會責任議題在社會上履行，強化消費者心中對公司或品牌的形象，未來當公司推出延伸性產品時能夠產生好的品牌形象及品牌聯想，進而提升消費者對延伸性產品的評價。
Corporate social responsibility (CSR) has been one of important issues over half decade. CSR occupied a significant place because people are more conscious of social issues and they expect global corporate would deal with it. The CSR separates into many domains, such as community support, environment etc. Sen and Bhattacharya (2001) show that consumers’ company or new product evaluations are not the same when they face with different CSR domains. The evaluation of new product will be positive when consumers support specific CSR domain. On the other hand, the marketplace has been more competitive ever due to the globalization. Brand extensions become the source of growing strategy for many companies. There are two factors, product feature similarity and brand concept consistency will affect consumers’ evaluation of extending product. Thus, our research will focus on the different CSR domains will affect consumers’ extending product evaluations when companies conduct brand extensions. Since there is no literature focuses on the relation between CSR domains and brand extensions, we manipulate three different CSR domains (diversity, employee support, product) and different levels of brand extensions (close, medium, far) through the experimental methods. The results reveal that there is an interaction between CSR domains and brand extensions. Five conclusions as followed: 1. When company conducts brand extension, it can take the advantage with which CSR domain that company has. Company can measure and select the level of extending product which is be close, medium, or far. 2. When company conducts brand extension, it can implement the broader CSR domain. It can get consumers’ support, enhance the brand image, and induce consumers’ good evaluation to medium level of the extending product. 3. Company can choose CSR domain which relates to its product or service. When company takes brand extension, CSR domain conforms to its product feature or concept, the extending product can extend to more different from the existing product. 4. No matter what CSR domains the company chooses, consumers will doubt that company has capability of developing and manufacturing, when consumers are conscious of the extending product being far from the existing product. 5. If the company wants to conduct brand extensions in the future, it can select a specific CSR domain which can fit the existing and extending product. It will enhance the brand image. As the extending product launches, it will raise the consumers’ evaluation.參考文獻 中文文獻 林宜諄(2008)。企業社會責任入門手冊。台北市：天下遠見。 孫震(2009)。企業倫理與企業社會責任。台北市：天下遠見。 錢為家(2009)。企業社會責任實務全書。台北市：商周出版：城邦文化發行。 英文文獻 Aaker, David A. and Kevin Lane Keller (1990), “Consumer Evaluations of Brand Extensions,” Journal of Marketing, 54(January), 27-41. Aaker, David A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press. Barone, Michael J., Andrew T. Norman, and Anthony D. Miyazaki (2007),”Consumer Response to Retailer Use of Cause-related Marketing: Is More Fit Better?,” Journal of Retailing, 83(4), 437-45. Berens, Guido, Cees B.M. van Riel, and Gerrit H. van Bruggen (2005), “Corporate Associations and Consumer Product Responses: The Moderating Role of Corporate Brand Dominance,” Journal of Marketing, 69(July), 35-48. Biehal, Gabriel J. and Daniel A. Sheinin (2007), “The Influence of Corporate Messages on the Product Portfolio,” Journal of Marketing, 71(April), 12-25. Boush, David M. and Barbara Loken (1991), “The Process-Tracing Study of Brand Extension,” Journal of Marketing Research, 28(February), 16-28. Bowen, H. R. (1953), Social Responsibility and accountability. New York: Harper and Row. Broniarczyk, Susan M. and Joseph W. Alba (1994), “The Importance of the Brand in Brand Extension,” Journal of Marketing Research, 31(May), 214-28. Brown, Tom J. and Peter A. Dacin (1997), “The Company and the Product: Corporate Associations and Consumer Product Responses,” Journal of Marketing, 61(1), 68-84. Carroll, Archie B. (1979), “A Three-Dimensional Conceptual Model of Corporate Performance,” Academy of Management Review, 4(4), 497-505. Carroll, Archie B. (1991), “The Pyramid of Corporate Social Responsibility: Toward the Moral Management of Organizational Stakeholders,” Business Horizons, 34(4), 39-48. Carroll, Archie B. (1999), “Corporate Social Responsibility: Evolution of a Definitional Construct,” Business and Society, 38(3), 268-95. Commission of the European Communities (2001), Green Paper: Promoting a European Framework for Corporate Social Responsibility. Brussels: EU. Committee for Economic Development (1971), Social Responsibilities of Business Corporations. New York: CED. Crawford, S.M. (1978), “Internal Index Funds Show Big Gains in 1978,” Pensions and Investments, 6(December), 30. Davis, K. 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Lee, Ki-Hoon and Dongyoung Shin (2010), “Consumers’ Responses to CSR activities: The Linkage between Increased Awareness and Purchase Intention,” Public Relations Review, 36(2), 193-95. Lichtenstein, Donald R., Minette E. Drumwright, and Bridgette M. Braig (2004), “The Effects of Corporate Social Responsibility on Consumer Donation to Corporate-Supported Nonprofits,” Journal of Marketing, 68(October), 16-32. Loken, Barbara and Deborah Roedder John (1993), “Diluting Brand Beliefs: When Do Brand Extensions Have A Negative Impact?,” Journal of Marketing, 57(July), 71-84. Maignan, Isabelle (2001), “Consumers’ Perceptions of Corporate Social Responsibilities: A Cross-Cultural Comparison,” Journal of Business Ethics, 30(1), 57-72. Maignan, Isabelle, O.C. Ferrell and Linda Ferrell (2005), “A Stakeholder Model for Implementing Social Responsibility in Marketing,” European Journal of Marketing, 39(9), 956-77. Manne, Henry G. and Henry C. Wallich (1972), The modern corporation and social responsibility. Washington, DC: American Enterprise Institute for Public Policy Research. Marin, Longinos, Salvador Ruiz, and Alicia Rubio (2008), “The Role of Identity Salience in the Effects of Corporate Social Responsibility on Consumer Behavior,” Journal of Business Ethics, 84(1), 65-78. Morein, J. (1975), “Shift From Brand to Product Line Marketing,” Harvard Business Reviews, 53(September-October), 56-64. Park, C. Whan, Sandra Milberg, and Robert Lawson (1991), “Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency,” Journal of Consumer Research, 18(September), 185-93. Porter, Michael E. and Mark R. Kramer (2006), “Strategy & Society: The Link Between Competitive Advantage and Corporate Social Responsibility,” Harvard Business Review, 84(12), 78-92. Rangaswamy, Arvind, Raymond R. Burke, and Terence A. Olivia (1993), “Brand Equity and the Extendibility of Brand Names,” International Journal of Research in Marketing, 10(1), 61-75. Savitz Andrew W. and Karl Weber (2006), The Triple Bottom Line: How Today’s Best-run Companies Are Achieving Economic, Social and Environmental Success - And How You Can Too. San Francisco, CA: John Wiley & Sons. Sen, Sankar and C. B. Bhattacharya (2001), “Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility,” Journal of Marketing Research, 38 (May), 225-43. Sethi, S. P. (1975), “Dimensions of Corporate social performance: An analytic framework,” California Management Review, 17(3), 58-64. Simmons, Carolyn J. and Karen L. Becker-Olsen(2006), “Achieving marketing objectives through social sponsorships,” Journal of Marketing, 70(October), 154-69. Springen, Karen and A. Miller (1990), “Sequels for the Shelf,” Newsweek (July 9),42-43. Tauber, Edward M. (1981), “Brand Franchise Extension: New Product Benefits From Existing Brand Names,” Business Horizons, 24(2), 36-41. Tauber, Edward M. (1988), “Brand Leverage: Strategy for Growth in a Cost-Controlled World,” Journal of Advertising Research, 28(August/September), 26-30. Vilanova, Marc, Josep Maria Lozano, and Daniel Arenas (2009), “Exploring the Nature of the Relationship Between CSR and Competitiveness,” Journal of Business Ethics, 87(1), 57-69. Wigley, Shelly (2008), “Gauging consumers’ responses to CSR activities: Does increased awareness make cents,” Public Relations Review, 34(3), 306-08. Wood, Donna J. (1991), “Corporate Social Performance Revisited,” Academy of Management Review, 16(4), 691-718. Yoon, Yeosun, Zeynep Gürhan-Canli, and Norbert Schwarz(2006), “The Effect of Corporate Social Responsibility (CSR) Activities on Companies with Bad Reputations,” Journal of Consumer Psychology, 16(4), 377-90. 描述 碩士
國立政治大學
國際經營與貿易研究所
100351015
101資料來源 http://thesis.lib.nccu.edu.tw/record/#G0100351015 資料類型 thesis dc.contributor.advisor 邱志聖 zh_TW dc.contributor.advisor Chiou, Jyh Shen en_US dc.contributor.author (Authors) 陳廣馨 zh_TW dc.contributor.author (Authors) Chen, Kuang Hsin en_US dc.creator (作者) 陳廣馨 zh_TW dc.creator (作者) Chen, Kuang Hsin en_US dc.date (日期) 2012 en_US dc.date.accessioned 1-Apr-2014 11:14:08 (UTC+8) - dc.date.available 1-Apr-2014 11:14:08 (UTC+8) - dc.date.issued (上傳時間) 1-Apr-2014 11:14:08 (UTC+8) - dc.identifier (Other Identifiers) G0100351015 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/65055 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際經營與貿易研究所 zh_TW dc.description (描述) 100351015 zh_TW dc.description (描述) 101 zh_TW dc.description.abstract (摘要) 幾十年來，企業社會責任早已被西方國家視為重要的議題之一，隨著時代與時俱進，企業履行社會責任在全世界蓬勃發展。企業在執行企業社會責任時，並不是每一項議題的履行消費者皆買單，Sen and Bhattacharya (2001)提出，消費者會因不同的企業社會責任議題而對公司產生不同的態度，意味著當消費者認同公司所執行的企業社會責任議題，對公司所推出的新品牌有正面的影響。 另一方面，由於全球化的影響，市場競爭激烈，企業採取較保守的手段開發新產品，品牌延伸即為其中一種。而影響消費者對品牌延伸性產品的評價主要有二個因素，一為既有產品和品牌延伸性產品型態的相似程度，二為消費者對公司或品牌認知的形象。因此本研究欲了解企業做品牌延伸之策略推出延伸性產品時，不同的企業社會責任議題是否會影響消費者對此公司產品品牌延伸的評價？在不同的企業社會責任議題下是否可讓公司品牌延伸到更遠的產品上？ 由於至今尚未有文獻討論此兩者之間是否存在著某一關聯，因此本研究以實驗設計的方式，透過操控不同的企業社會責任議題和不同的品牌延伸，是否會影響消費者對於延伸性產品的評價。本研究將研究三種不同的社會議題，分別為弱勢族群、員工福利、公司產品；三種不同的延伸性產品，分別為產品相似度高、中、低之產品。 實驗結果分析證實不同的企業社會責任議題和不同的品牌方式確實產生交互作用，對實務貢獻之重點有五大點： 1. 當公司欲做品牌延伸時，可利用公司執行何種企業社會責任議題為優勢，以衡量或選擇公司能欲推出品牌延伸相似程度高、中、低之延伸性產品。 2. 公司欲做品牌延伸，若想延伸至較不同之產品品項時，可執行較廣泛之企業社會責任議題，讓消費者對公司產生認同感和好感，加深消費者對公司之品牌形象有助於品牌延伸至較不同之產品品項。 3. 企業可以選擇與公司產品相關的議題履行企業社會責任，當公司欲做品牌延伸時，在與公司既有產品屬性種類較為一致的前提下，可以延伸至相似度較不同的產品品項，消費者會因為公司所做的企業社會責任產生好感和信任公司能把延伸性產品做好之理由，給予的評價較高。 4. 就算企業平時皆有履行企業社會責任之活動，無論選擇議題為何，消費者認知到既有產品和延伸性產品之相似度過低，通常會質疑公司是否有能力處理研發、生產、通路、銷售延伸性產品等問題，進而不看好此既有產品的上市。 5. 企業未來若有意想做品牌延伸，可以以公司現有之產品，與欲延伸之產品兩者之間相似度為依據，於現階段選擇對的企業社會責任議題在社會上履行，強化消費者心中對公司或品牌的形象，未來當公司推出延伸性產品時能夠產生好的品牌形象及品牌聯想，進而提升消費者對延伸性產品的評價。 zh_TW dc.description.abstract (摘要) Corporate social responsibility (CSR) has been one of important issues over half decade. CSR occupied a significant place because people are more conscious of social issues and they expect global corporate would deal with it. The CSR separates into many domains, such as community support, environment etc. Sen and Bhattacharya (2001) show that consumers’ company or new product evaluations are not the same when they face with different CSR domains. The evaluation of new product will be positive when consumers support specific CSR domain. On the other hand, the marketplace has been more competitive ever due to the globalization. Brand extensions become the source of growing strategy for many companies. There are two factors, product feature similarity and brand concept consistency will affect consumers’ evaluation of extending product. Thus, our research will focus on the different CSR domains will affect consumers’ extending product evaluations when companies conduct brand extensions. Since there is no literature focuses on the relation between CSR domains and brand extensions, we manipulate three different CSR domains (diversity, employee support, product) and different levels of brand extensions (close, medium, far) through the experimental methods. The results reveal that there is an interaction between CSR domains and brand extensions. Five conclusions as followed: 1. When company conducts brand extension, it can take the advantage with which CSR domain that company has. Company can measure and select the level of extending product which is be close, medium, or far. 2. When company conducts brand extension, it can implement the broader CSR domain. It can get consumers’ support, enhance the brand image, and induce consumers’ good evaluation to medium level of the extending product. 3. Company can choose CSR domain which relates to its product or service. When company takes brand extension, CSR domain conforms to its product feature or concept, the extending product can extend to more different from the existing product. 4. No matter what CSR domains the company chooses, consumers will doubt that company has capability of developing and manufacturing, when consumers are conscious of the extending product being far from the existing product. 5. If the company wants to conduct brand extensions in the future, it can select a specific CSR domain which can fit the existing and extending product. It will enhance the brand image. As the extending product launches, it will raise the consumers’ evaluation. en_US dc.description.tableofcontents 第一章 緒論 1 第一節 研究動機 1 第二節 研究目的 4 第三節 研究流程 5 第二章 文獻回顧 6 第一節 企業社會責任發展 6 第二節 企業社會責任議題 8 第三節 企業社會責任對公司的影響結果 12 第四節 品牌延伸定義 14 第五節 品牌延伸知覺相似度 16 第六節 研究假設 18 第三章 研究方法 23 第一節 研究架構 23 第二節 變數衡量 23 第三節 實驗設計 25 第四節 資料分析方法 30 第四章 研究結果 32 第一節 樣本結構 32 第二節 實驗操縱檢定(Manipulation Check) 36 第三節 實驗假設檢定 38 第四節 假設不成立之原因探討 46 第五章 討論與建議 49 第一節 研究結論 49 第二節 實務貢獻 51 第三節 研究限制和未來研究方向 54 參考文獻 56 附錄一 企業社會責任操縱(弱勢族群版本) 61 附錄二 企業社會責任操縱(員工福利版本) 63 附錄三 企業社會責任操縱(公司產品版本) 65 附錄四 品牌延伸操縱 67 附錄五 正式問卷 69 zh_TW dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0100351015 en_US dc.subject (關鍵詞) 企業社會責任 zh_TW dc.subject (關鍵詞) 品牌延伸 zh_TW dc.subject (關鍵詞) Corporate Social Responsibility en_US dc.subject (關鍵詞) Brand Extension en_US dc.title (題名) 不同的企業社會責任議題對品牌延伸之影響 zh_TW dc.title (題名) The Effect of Different CSR Domains to Brand Extensions en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 中文文獻 林宜諄(2008)。企業社會責任入門手冊。台北市：天下遠見。 孫震(2009)。企業倫理與企業社會責任。台北市：天下遠見。 錢為家(2009)。企業社會責任實務全書。台北市：商周出版：城邦文化發行。 英文文獻 Aaker, David A. and Kevin Lane Keller (1990), “Consumer Evaluations of Brand Extensions,” Journal of Marketing, 54(January), 27-41. 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