The Empirical Study of the Relationship between Green Brand Positioning、Corporate Social Responsibility and Firm Performance

in International Symposium (oral presentation paper), 國際研討會(全文口頭發表)
標題The Empirical Study of the Relationship between Green Brand Positioning、Corporate Social Responsibility and Firm Performance
出版類型國際研討會(全文口頭發表)
出版年度2014
AuthorsWen-Hsi Lydia Hsu, 許文西, & Szu-Yu Chen 陳思妤
會議名稱2014年國際ERP學術及實務研討會
出版日期Mar 29 2014 12:0
會議地點南台科技大學
其他編號0000
中文摘要

Green combined with branding is inevitable in the future, when the demands of global resources activities are focused towards the green. In order to achieve market segmentation, gain the trust of consumers and strengthen competitive advantage, companies can pass through products to reduce the environmental impact of green brand positioning. If companies in the implementation of green brand also fulfill their corporate social responsibility, they can shape environmentally friendly, socially responsible enterprises to fulfill a positive image, and enhance market awareness and favorable corporate sustainable development, an advantage in the competitive market.
Therefore, this study focuses on the impact of implementation of green brand positioning, corporate social responsibility on the firm performance. This study adopts questionnaire survey. A number of 212 valid samples were obtained. The final results show that the implementation of green brand positioning and corporate social responsibility will not only bring various aspects of the benefit to the companies, but also increase "firm performance".

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