基于品牌权益视角的企业捐赠绩效研究

发布时间：2018-03-05 18:36

本文选题：企业捐赠　切入点：绩效　出处：《浙江工商大学》2008年硕士论文　论文类型：学位论文

【摘要】： 企业捐赠是企业履行社会责任的主要方式。企业捐赠不仅创造社会利益,而且为企业带来很多经济利益。但企业捐赠最终绩效的产生取决于消费者的回应,如知名度的提高、形象的改变、产品销售量的增加,进而对企业的品牌权益产生正面影响。因此,本研究从品牌权益视角出发,以品牌权益为衡量指标探讨企业捐赠绩效,为企业捐赠提供了直接的经济动因,同时分析了消费者对企业捐赠的信息处理过程,总结出了有效的企业捐赠行为特征,为企业战略规划其捐赠行为提供了理论和实证支持。本研究以问卷调查的方式取得分析资料,以描述性统计、信度分析、效度分析、方差分析及结构方程模式等统计方法,进行后续的资料分析。研究结果发现,当消费者对捐赠企业的态度较为正面,对捐赠活动较为喜爱,对捐赠企业和捐赠活动之间的认知程度较高时,企业进行捐赠活动的确会对品牌权益产生正面影响,包括品牌意识和独特性的提升、品牌感知质量与感知成本价值的强化,并增加消费者的购买意愿。对企业而言,捐赠行为可算是成效不错的营销工具。然而,企业在进行捐赠活动时,仍须表现出企业的真诚,不要让消费者觉得企业的捐赠行为仅是基于商业目的考量。如此一来,捐赠行为对于企业所带来的效益将更加明显,对于企业的品牌权益也会有更显著的提升效果。
[Abstract]:Corporate donation is the main way to fulfill corporate social responsibility. Corporate donation not only creates social benefits, but also brings a lot of economic benefits to enterprises. However, the final performance of corporate donation depends on the response of consumers, such as the increase of reputation. The change of image and the increase of product sales will have a positive impact on the brand equity of the enterprise. Therefore, this study, from the perspective of brand equity, takes brand equity as a measure to explore the performance of corporate donation. It provides direct economic motivation for enterprise donation, analyzes the information processing process of consumer donation to enterprise, summarizes the effective characteristics of corporate donation behavior, and provides theoretical and empirical support for enterprise strategic planning of its donation behavior. In this study, the analysis data were obtained by questionnaire, and the statistical methods such as descriptive statistics, reliability analysis, validity analysis, variance analysis and structural equation model were used to carry out the subsequent data analysis. When consumers have a more positive attitude towards donation enterprises, prefer donation activities, and have a higher level of cognition between donation enterprises and donation activities, corporate donation activities do have a positive impact on brand rights and interests. Including brand awareness and uniqueness enhancement, brand perceived quality and perceived cost value enhancement, and increased consumer willingness to buy. For enterprises, giving behavior can be considered as a good marketing tool. Enterprises should still show their sincerity in donating activities, and do not make consumers feel that their donations are based solely on commercial purposes. In this way, the benefits of giving will be more obvious to the enterprises. For the brand equity of enterprises will also have a more significant effect.
【学位授予单位】：浙江工商大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F272;F273.2

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