社會聯盟與品牌認同-消費者利他主義的干擾效果

THUIR > College of Management > Department of Business Administration > Master's Theses > Item 310901/26025

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Title:	社會聯盟與品牌認同-消費者利他主義的干擾效果
Other Titles:	Social Alliance and Brand Identification: The Moderating Effects of Altruism
Authors:	鍾雨紜 Chung, Yu-Yun
Contributors:	黃延聰 Huang, Yen-Tsung 企業管理學系碩士班
Keywords:	社會聯盟;象徵性品牌形象;品牌認同;利他主義;品牌移轉 Social alliance;Symbolic brand image;Brand identification;Altruism;Brand transfer
Date:	2015
Issue Date:	2015-12-17T06:18:04Z (UTC)
Abstract:	社會聯盟是跨越營利與非營利組織的合作關係，旨在追求增進社會福祉相關的目標，對企業品牌而言，可以作為一種企業社會責任涉入方式。社會聯盟與一般善因行銷不同的是，該聯盟是為長期、親密且資源和能力共享的合作夥伴關係。在這種合作關係之下，將會為企業品牌帶不同的消費者知覺及評價。　　本研究以探討企業品牌進行社會聯盟時，與結盟對象的知覺配適度及非營利組織聲望對象徵性品牌形象之影響，以及探討消費者自身的利他主義是否會干擾象徵性品牌形象對消費者之品牌認同中的關係為主要目的。本研究利用前測選出知名度相當且公益參與知曉程度較低的品牌，並且選出非營利組織聲望較高及較低二者，形成 2 x 2 的配額矩陣，分別為高聲望/高配適(創世基金會/愛之味)、高聲望/低配適(創世基金會/統聯客運)、低聲望/高配適(生命勵樂活輔建會/統聯客運)及低聲望/低配適(生命勵樂活輔建會/中友百貨)四種情境，以進行後續研究分析。　　研究結果發現，結盟雙方配適度與非營利組織聲望對象徵性品牌形象有正向影響關係；結盟後象徵性品牌形象對消費者之品牌認同有正向影響關係；而在干擾效果部分，發現消費者的利他主義程度會增強象徵性品牌形象對消費者之品牌認同之影響。　　Social alliance is a relation which combines of profit and non-profit organizations and seeks to promote the pursuit of social welfare-related goals. Corporate brands can use social alliance as a way of CSR (corporate social responsibility) involvement. Unlike cause-related marketing, social alliance is a kind of long-term, intimate and resources sharing partnership. Under this cooperative relation, consumer perception and evaluation for the corporate brand will be different. 　　This study aims to explore the effect of the perceived fit and the non-profit organization’s reputation on symbolic brand image under the social alliance partnerships, and confirm the moderating effects of consumer’s altruism on the effects of symbolic brand image on the brand identification.　　This stydy selects some brands with high brand awareness and low CSR involvement, and adopts two non-profit organizations with high/low reputation. In this 2 x 2 matrix are four situations: high reputation/ high fit (Genesis Social Welfare Foundation /Agv Products Corp), high reputation/ low fit (Genesis Social Welfare Foundation /Ubus), low reputation/ high fit (Lifego Association/Ubus), low reputation/ low fit (Lifego Association/ Chung Yo Department Store).　　Research results indicate that the alliance of perceived fit and non-profit organization’s reputation has a positive influence on the symbolic brand image, and symbolic brand image has a positive influence on the brand identification in the partnerships. In terms of moderating effect, consumers’ altruism significantly reinforce positive relationship between the symbolic brand image and the brand identification.
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