企業社會責任對B2B企業品牌權益之影響 －以台積公司為例

Abstract

過去研究指出，企業社會責任 (Corporate Social Responsibility，CSR) 除了能夠建立外在品牌形象，對內亦能深化品牌和利害相關人的情感連結。然而既有文獻中，較少討探討企業如何透過對內傳遞CSR理念來影響所有利害關係人的認知與行為，進而提升企業之品牌權益。少數的相關研究則皆以B2C企業為例，尚未有學者從B2B企業觀點進行討論。因此，本研究以台灣積體電路公司為例，透過個案分析，從利害關係人的觀點，探討 B2B企業中，CSR對提升品牌權益之影響，並依此提出策略性建議。

Corporate Social Responsibility (CSR) has been proposed an effective way in building positive corporate brand image externally, and strengthening the emotional connection with its stakeholders internally. However, there has been few research further discussing the influences of internal CSR communication on stakeholders’ cognition and behaviors, which in turn lead to the enhancement of firm’s brand equity. Furthermore, in the limited related studies, all the discussions were undertaken in B2C context, ignoring B2B scenarios. Therefore, using Taiwan Semiconductor Manufacturing Company as a case, this research explores the influence of internal CSR communication on corporate’s brand equity through the cognition and behavioral responses of stakeholders. Results, implications and future research directions are then discussed.