| Collection Title: | SIU Thesis | | Title : | The Impact of Corporate Philanthropy on Brand Equity from the Perspective of Consumers | | Material Type: | printed text | | Authors: | Taojing Wang, Author ; Eksiri Niyomsilp, Associated Name ; Tananrat Amarinrat, Associated Name | | Publisher: | Pathumthani: Shinawatra University | | Publication Date: | 2022 | | Pagination: | xii, 246 p. | | Layout: | Tables, ill. | | Size: | 30 cm. | | Price: | 500.00 Baht | | General note: | SIU THE: SOM-PhD-M-2022-74
Thesis. [PhD.[Philosophy in Management]].-- Shinawatra University, 2022 | | Languages : | English (eng) | | Descriptors: | [LCSH]Brand equity
[LCSH]Charity
[LCSH]Consumers -- Attitudes
| | Keywords: | Brand Equity,
Corporate Philanthropy,
Corporate Reputation | | Abstract: | Charity is one of the important ways for enterprises to fulfill their social responsibility. Actively participating in charity is an effective way for enterprises to maintain market competitiveness and contribute to realizing the appreciation of enterprise brand equity and their sustainable development. This research analyzes the factors affecting corporate philanthropy, and discusses how corporate philanthropy affects and improves corporate reputation and brand asset value from the perspective of consumers.
This research uses qualitative and quantitative methods to explore the impact of corporate philanthropy on brand equity. Firstly, 25 people were interviewed in depth to qualitatively understand their views on corporate philanthropy, corporate reputation and brand equity. Then, 400 valid samples were obtained through the questionnaire. Structural equation analysis were used to test variables, assumptions, paths and mediating effects. The results show that most hypotheses passed the significance test, and corporate reputation played an intermediary role in the influence of corporate philanthropy on brand equity.
The results show that Corporate philanthropy affects enterprise reputation and brand equity, and the level of enterprise reputation affects consumers' recognition of enterprise brand; Good corporate reputation can arouse consumers' recognition of the enterprise, enhance consumers' perception of the quality of the enterprise's products, brand loyalty and brand association, so as to enhance the value of brand equity. The results also prove that enterprise charitable behavior is not only a simple relief, but also the transmission of enterprise identification characteristics. As an important intangible asset of enterprises, the value of brand equity depends on all the efforts made by enterprises, it also depends on the psychological cognition of consumers to the brand, which is the result of the joint action of enterprises and consumers. | | Curricular : | BBA/GE/MBA/PhDM | | Record link: | http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=28460 |
SIU Thesis. The Impact of Corporate Philanthropy on Brand Equity from the Perspective of Consumers [printed text] / Taojing Wang, Author ; Eksiri Niyomsilp, Associated Name ; Tananrat Amarinrat, Associated Name . - [S.l.] : Pathumthani: Shinawatra University, 2022 . - xii, 246 p. : Tables, ill. ; 30 cm. 500.00 Baht SIU THE: SOM-PhD-M-2022-74
Thesis. [PhD.[Philosophy in Management]].-- Shinawatra University, 2022 Languages : English ( eng) | Descriptors: | [LCSH]Brand equity
[LCSH]Charity
[LCSH]Consumers -- Attitudes
| | Keywords: | Brand Equity,
Corporate Philanthropy,
Corporate Reputation | | Abstract: | Charity is one of the important ways for enterprises to fulfill their social responsibility. Actively participating in charity is an effective way for enterprises to maintain market competitiveness and contribute to realizing the appreciation of enterprise brand equity and their sustainable development. This research analyzes the factors affecting corporate philanthropy, and discusses how corporate philanthropy affects and improves corporate reputation and brand asset value from the perspective of consumers.
This research uses qualitative and quantitative methods to explore the impact of corporate philanthropy on brand equity. Firstly, 25 people were interviewed in depth to qualitatively understand their views on corporate philanthropy, corporate reputation and brand equity. Then, 400 valid samples were obtained through the questionnaire. Structural equation analysis were used to test variables, assumptions, paths and mediating effects. The results show that most hypotheses passed the significance test, and corporate reputation played an intermediary role in the influence of corporate philanthropy on brand equity.
The results show that Corporate philanthropy affects enterprise reputation and brand equity, and the level of enterprise reputation affects consumers' recognition of enterprise brand; Good corporate reputation can arouse consumers' recognition of the enterprise, enhance consumers' perception of the quality of the enterprise's products, brand loyalty and brand association, so as to enhance the value of brand equity. The results also prove that enterprise charitable behavior is not only a simple relief, but also the transmission of enterprise identification characteristics. As an important intangible asset of enterprises, the value of brand equity depends on all the efforts made by enterprises, it also depends on the psychological cognition of consumers to the brand, which is the result of the joint action of enterprises and consumers. | | Curricular : | BBA/GE/MBA/PhDM | | Record link: | http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=28460 |
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