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系統識別號 U0026-2608201115000900
論文名稱(中文) 善因行銷及企業形象對品牌形象,客戶信任與客戶忠誠度的影響
論文名稱(英文) The Influence of Cause-Related Marketing and Corporate Reputation on Brand Image,Customer Trust, and Customer Loyalty
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士在職專班
系所名稱(英) Institute of International Management (IIMBA--Master)(on the job class)
學年度 99
學期 2
出版年 100
研究生(中文) 曹廷玉
研究生(英文) Ting-Yu Tsao
學號 ra793108
學位類別 碩士
語文別 英文
論文頁數 76頁
口試委員 指導教授-吳萬益
召集委員-方世杰
口試委員-林清河
中文關鍵字 善因行銷  企業形象  品牌形象  客戶信任  客戶忠誠度 
英文關鍵字 Cause-Related marketing  Corporate image  Brand image  Customer trust  Customer loyalty 
學科別分類
中文摘要 近來有很多研究學者對於善因行銷在台灣這幾年的議題很有興趣;然而,很少研究直接指出善因行銷及企業形象對品牌形象,客戶信任與客戶忠誠度有直接的關係.目前的研究指出善因行銷及企業形象對品牌形象,客戶信任與客戶忠誠度有影響.
英文摘要 Cause-related marketing has been a subject of interest for scholarly investigation by researchers in the last few years in Taiwan; however, little research has been directed toward understanding the linkage between cause-related marketing and corporate image by which to build brand image, customer trust, and customer loyalty in franchising chain contexts. The current study examined the influence of cause-related marketing and corporate image on brand image, customer trust, and customer loyalty. Customers with experience purchasing a “Happy Meals” at McDonalds and i-cash at 7-11 were invited to participate in a survey. A convenience sampling technique was adopted to collect data. A total of 288 final valid responses were completed. Structural equation modeling was employed to examine the fit of the data and hypotheses as proposed, and then AMOS 18 and SPSS 18 were used. The results showed that all hypotheses were supported. The findings of this study revealed that cause-related marketing and corporate reputation are critical antecedents of building brand image as well as customer trust as a predictor for customer loyalty. Theoretical and managerial implications were also discussed.
論文目次 ACKNOWLEDGEMENTS I
ABSTRACT II
TABLE OF CONTENTS III
LIST OF TABLES VI
LIST OF FIGURES VII
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation. 1
1.2 Research Objectives and Expected Contributions. 5
1.3 Research Scope of this Study. 6
1.4 Research Procedures. 6
1.5 Research Structure. 8
CHAPTER TWO LITERATURE REVIEW 9
2.1 Definition of Research Constructs. 9
2.1.1 Cause-Related Marketing (CRM). 9
2.1.2 Corporate Reputation (CRP). 12
2.1.3 Brand Image (BI). 15
2.1.4 Customer Trust (CUT). 16
2.1.5 Customer Loyalty (CUL). 18
2.2 Hypotheses Development. 20
2.2.1 The Influence of Cause-Related Marketing on Corporate Reputation. 20
2.2.2 The Influence of Cause-Related Marketing on Brand Image. 21
2.2.3 The Influence of Corporate Reputation on Brand Image. 22
2.2.4 The Influence of Cause-Related Marketing on Customer Trust. 23
2.2.5 The Influence of Brand Image on Customer Trust. 23
2.2.6 The Influence of Corporate Reputation on Customer Trust. 24
2.2.7 The Influence of Customer Trust on Customer Loyalty. 26
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 28
3.1 The Research Model. 28
3.2 The Construct Measurement Procedures. 30
3.2.1 Cause-Related Marketing (CRM). 30
3.2.2 Corporate Reputation (CRP). 31
3.2.3 Brand Image. 32
3.2.4 Customer Trust. 32
3.2.5 Customer Loyalty. 33
3.2.6 Information about the Respondents. 33
3.3 The Hypothesis to Be Tested. 33
3.4 The Questionnaire and Sampling Design. 34
3.5 The Data Analysis Procedure. 35
3.5.1 The Descriptive Statistical Analyses. 35
3.5.2 The Confirmatory Factor Analysis (CFA). 35
3.5.3 Structural Equation Modeling (SEM). 36
CHAPTER FOUR DATA ANALYSES AND RESULTS 37
4.1 Characteristics of Respondents. 37
4.2 t-test Statistics 40
4.3 Descriptive Statistical Analyses. 40
4.4 Confirmatory Factor Analysis (CFA). 42
4.5 Structural Equation Modeling (SEM). 48
CHAPTER FIVE RESEARCH CONCLUSIONS AND SUGGESTIONS 51
5.1 Research Discussion and Conclusions. 51
5.2 Managerial Implications. 53
5.3 Limitations and Future Research. 54
REFERENCES 56
APPENDICES 66
Appendix-1.Questionnaire Design (問卷設計). 66
Appendix-2.CRM Campaign Messages 73
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