英文摘要 |
Responsibility is more conducive to maintaining the competitive advantage associated with the corporate image built by brand extension. Adidas corporate social responsibility is to implement environmental management systems to reduce pollution, research and development of environmentally friendly materials, the development of recycled materials applications made products, and asked the manufacturer of the process supply chain to implement measures such as R & D of environmental management and material product technology. In this study, Adidas Group, a sports goods company, was used as an example to discuss the impact of corporate social responsibility on corporate image and purchasing intention. The participants of this study include consumers with previous purchase experiences and literacy. A total of 814 questionnaires were distributed, and 754 valid samples were retrieved. The data were analyzed with structural equation modeling (SEM). The findings were as follows: (1) Corporate social responsibility positively affects corporate image. (2) The corporate image positively affects consumers’ willingness to purchase. (3) Corporate social responsibility positively affects consumers’ willingness to purchase via the corporate image. Based on the findings, this study proposed suggestions as reference for related industries. |