善因行銷對品牌形象之影響-以金融業為例

文化大學機構典藏 CCUR > 商學院 > 全球品牌與行銷碩士在職學位學程 > 博碩士論文 > Item 987654321/53206

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題名:	善因行銷對品牌形象之影響-以金融業為例 The Effects of Cause-Related Marketing on Brand Image：Taking the Financial Industry as an Example
作者:	黃靖予
貢獻者:	全球品牌與行銷碩士在職學位學程
關鍵詞:	善因行銷品牌形象金融業 cause-related marketing brand image financial industry
日期:	2023
上傳時間:	2024-03-14 10:38:31 (UTC+8)
摘要:	自2020年開始，受到新冠肺炎疫情及烏俄戰爭的影響，不僅對總體經濟和民眾生活造成影響，也衝擊到非營利組織的收入。而另一方面，全球興起的ESG浪潮，讓大眾對於企業社會責任的要求亦趨增高，故而思考，一個品牌要如何透過行銷創造雙贏，讓社會得以共好，形成正向循環。適逢金融業者提出植樹的五年倡議計畫，主要是結合企業贊助結合永續議題，在提倡全民健康的同時，希望帶來友善土地的回饋概念。因此希望探討此類型活動對品牌形象是否有其影響。基於文獻，並提出本研究假說：善因行銷與品牌形象呈正相關。本研究針對台灣20歲以上之社會大眾，採網路便利抽樣方式進行資料蒐集。共發送223份問卷，回收223份，皆為有效問卷。依據所得數據顯示，本研究之假說獲得支持且達顯著水準，即善因行銷與品牌形象呈顯著正相關。並以此提出後續行銷及管理之意涵與建議。 Since 2020, the impact of the Corona Virus Disease 2019 (COVID-19) and the Ukrainian-Russian war has not only affected the overall economy and people's lives, but also impacted the income of non-profit organizations. On the other hand, the global rise of ESG has increased the public's requirements for corporate social re-sponsibility, so they think about how a brand can create a win-win situation through marketing, so that the society can be better together, forming a positive cycle. Coincidentally, the financial industry has proposed a five-year initiative for tree planting, which mainly combines corporate sponsorship with sustainable issues. While promoting public health, it hopes to bring the concept of friendly land feed-back. Therefore, we hope to explore whether this type of activity has an impact on brand image. Based on the literature, this study proposes a hypothesis that causative marketing is positively correlated with brand image. This study aims to collect data from the general public aged 20 and above in Taiwan using a convenient online sampling method. A total of 223 questionnaires were sent and 223 were collected, all of which are valid questionnaires. Based on the obtained data, the hypothesis of this study is supported and reaches a significant level, that is, causative marketing is significantly positively correlated with brand image. And based on this, propose the implications and suggestions for brand marketing and management.
顯示於類別:	[全球品牌與行銷碩士在職學位學程] 博碩士論文

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