企業該如何拯救品牌?負面事件嚴重性與企業社會責任對品牌形象重建的跨時間研究

林羿萱

doi:10.6341/fcu.M0301163

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企業該如何拯救品牌?負面事件嚴重性與企業社會責任對品牌形象重建的跨時間研究

What Saves the Day? A Cross-Time Comparison of Severity and CSR on Brand Image Recovery After Negative Publicity

林羿萱 , Masters　　Advisor：丁美靜　　

英文 DOI： 10.6341/fcu.M0301163

企業社會責任；負面事件；時間性；品牌形象； CSR ； Negative Publicity ； Timing ； Brand Image

Abstract │ Reference (69) │ Altmetrics

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Many companies suffer from negative publicity due to the widespread influence of the media. A single negative press release could, literally overnight, waste generations of effort spent establishing and strengthening a brand’s image. As a counter-measure, companies have been implementing Corporate Social Responsibly (CSR) policies in hopes of preventing, repairing, or minimizing the damage done to their brand image. Strategically, considering the potential for CSR to help companies build a competitive advantage and the almost instantaneous effects of modern social media, CSR theory ranks high as an invaluable topic for contemporary investigation. This research examines the effectiveness of CSR’s function to minimize and repair the damage of negative publicity towards company’s brand image within two periods of time.
　　This research involved 225 respondents and employed ANOVA and T-test in measuring the significance difference between Time0 (the time when the negative publicity incident occurred) and Time1 (a year after). The results show that brand image is higher in Time1 than in Time0 whether adding CSR or not. However, the study also demonstrates that, in some cases, CSR can still positively redeem negative publicity from Time0 compared to Time1. Moreover, since CSR can be shown to serve as a corporate image ‘safety net’, it can be recommended that companies invest in one or more domains of CSR, such as employee training or social participation.  
The results of this study may contribute to bridging a significant research gap that exists in CSR theory by examining the relationship between negative publicity, CSR, and timing. Companies can utilize this study as a reference for determining the best CSR strategic analysis approach when implementing strategies to restore company brand image with the greatest efficiency.

Reference ( 69 ) 〈TOP〉

Ahluwalia, R. Burnkrant, R. E., & Unnava, H. R. (2000). Consumer response to negative publicity: The moderating role of commitment. Journal of Marketing Research, 37(2), 203-214
連結：
Angelidis, J. P. & Ibrahim, N. A. (1993). Social demand and corporate strategy: A corporate social responsibility model. Review of Business, 15, 7–10.
連結：
Baghi, I., Rubaltelli, E. & Tedeschi, M. (2009). A strategy to communicate corporate social responsibility: Cause related marketing and its dark side. Corporate Social Responsibility and Environmental Management, 16, 15–26. DOI: 10.1002/csr.174
連結：
Bakar, A.S. A., & Ameer, R. (2011). Readability of corporate social responsibility communication in Malaysia. Corporate Social Responsibility and Environmental Management, 18, 50-60. DOI: 10.1002/csr.240
連結：
Becker-Olsen, K.L. & Hill, R. P. (2006). The impact of sponsor fit on brand equity: The case of nonprofit service providers. Journal of Service Research, 9, 73–83.
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