企業履行社會責任對顧客與員工品牌感受之影響: 以阿瘦皮鞋為例

Abstract

履行企業社會責任能夠為台灣企業帶來品牌競爭力的提升和無窮的商機。然而，一個優質品牌的建立，除了透過品牌知名度、品牌聯想、品牌形象的塑造之外，企業社會責任亦是強化品牌一項利器。本研究從「企業社會責任」觀點出發，並以「A.S.O公司」為個案研究對象，再以企業社會責任與品牌的國內外文獻作為學理基礎，進一步探討企業履行社會責任對顧客與員工品牌感受之影響。整體而言，除了透過執行美麗山田播種計畫來提升品牌形象、忠誠度外，阿瘦皮鞋更需要讓門市第一線服務人員和消費者產生共鳴，在傳遞足部衛教活動上多做努力。而足部衛教活動也符合阿瘦皮鞋品牌持續致力於品牌形象工程，贏得消費者對阿瘦皮鞋品牌的忠誠度。

Over the past decade, the fulfillment of Corporate Social Responsibility (CSR) has become an effective tool in enhancing the competitive advantage of companies. CSR is also a successful strategy for firms to strengthen their brands. Therefore, how to enhance the brand equity of firms through CSR has been a critical issue for firms. Based on the Customer Based Brand Equity (CBBE) framework, this research explored the influence of CSR on brand perceptions by analyzing the case of A.S.O Company in Taiwan. In-depth interview with both employees and customers were performed to address the impact of CSR on brand perceptions. Implications, limitations and future research directions were then discussed.