負面報導、公司能力、企業社會責任、品牌認同對消費者忠誠度之影響──以林鳳營品牌為例

Relationships between Negative Publicity, Corporate Ability, Corporate Social Responsibility, Brand Identification, and Customer Loyalty: The Case of the Lin Feng Ying Brand

近來社會上危害消費者健康之食品問題層出不窮，使得消費者對於食品安全之危機意識高漲，2014年頂新事件波及味全旗下林鳳營品牌，雖然並非所有的消費者皆會立即受到負面訊息干擾，惟在眾多管道且持續交替影響的環境中，將逐漸的降低消費者的購買意願及品牌認同，並對公司長期建立之形象或商品的銷售產生莫大的傷害。本研究主要探討負面報導、公司能力、企業社會責任、品牌認同對消費者忠誠度之影響。本研究使用問卷調查法，共計發出310份問卷，回收整理並刪除無效問卷後，最後有效問卷數為303份，有效問卷回收率為97.7%，本研究利用線性結構方程模式來驗證模式配適度與研究假說。研究結果顯示，公司能力、企業社會責任對品牌認同有正向顯著之影響，而負面報導對品牌認同有反向顯著之影響；品牌認同對消費者忠誠度有正向影響；品牌認同於公司能力、負面報導、企業社會責任對消費者忠誠度之影響有完全中介效果。

In recent years, food safety problems have continued to occur in Taiwan, seriously impacting on the consumer confidence and causing damage to brand identification. The purpose of this study was to discuss relationships between negative publicity, corporate ability, corporate social responsibility, and customer loyalty using consumers of the Lin Feng Ying brand. The study used questionnaires to collect the data required for an empirical analysis; in total, 310 questionnaires were issued. After collection of the questionnaires and removal of invalid questionnaires, we collected 303 valid questionnaires; the effective response rate was 97.7%. Structural equation modeling was used to analyze the data and address the hypotheses. The results showed that the negative impact of negative publicity affected brand identification. Brand identification can positively influence customer loyalty; corporate social responsibility and corporate ability can positively influence brand identification. Relationships between negative publicity, corporate ability, corporate social responsibility, and customer loyalty were mediated by brand identification.