企業社會責任、品牌價值與財務績效之關聯性

企業履行CSR贏得了聲譽，但也可能提高其經營成本，究竟執行CSR對企業的財務績效是否有利的議題仍未確定。公司善盡社會責任的觀點已成為公司的核心價值，重視消費者及社會整體的利益可以改善公司形象，增加品牌價值，對公司的發展有利。本研究之研究對象為國內上市櫃公司，得獎樣本採用天下雜誌2007年至2015年所公布之CSR得獎企業，以及天下1000大調查的企業中分別選取製造業及服務業CSR未得獎企業配對，進行調查檢驗。探討企業社會責任對品牌價值和財務績效之關聯性，以及企業履行企業社會責任是否會提升品牌價值及公司的績效。蒐集資料後分析結果發現：對獲頒「天下企業公民獎Top 50」之得獎企業而言，品牌價值與財務績效有顯著正向關係，迴歸分析結果顯示CSR可能提高其經營成本，但履行企業社會責任對其財務績效有顯著正向影響。

關鍵字

企業社會責任；品牌價值；財務績效

並列摘要

When the corporate practice corporate social responsibility (CSR) always earned good reputations, but performing CSR might increase operating costs as well. Whether the implementing CSR will benefit to the corporate financial performance is still uncertain. Recently many companies taking CSR as their core values might get good image on company's image, enhance brand value, the company's development favorable. We use the data from the winner of the Award from the Top 50 Corporate Innovation Awards and Corporate Performance in 2007 to 2015 to examine the effect of CSR and brand value to financial performance. The companies which did not get the award of CSR were selected from the Taiwan's “Top 1000 enterprises by commonwealth magazine" as the control group. To explore the relationship of corporate social responsibility with brand value and financial performance and study whether corporate social responsibility will enhance brand value and increase financial performance. The first finding is the relationship between brand value and financial performance is positive. The second finding is the relationship between implementing CSR and financial performance is positive though implementing CSR might increase the operation cost.