Enterprise Leader Charitable Communication And Enterprise Brand Image

With the development of enterprise and consumer’s brand perception, enterprises have focused on enterprise brand image with each passing day. Simultaneously, enterprise leader come in proscenium form backstage. They are building their image and effect enterprise brand image through kinds of communication (e.g. charitable action). But researchers have rarely studied the process of charitable communication to enterprise brand image. Therefore, the main objectives of our research are to investigate the relationship of enterprise charitable communication and enterprise brand image.Basically, our research consists of three parts, i.e., introduction, theory development and empirical studies. The introduction part includes Chapter 1 covering the background, research goal and frame of this paper. Theory development part includes Chapter 2 to 7. After the analysis and definition of the concept of Enterprise leader’s charitable communication and Enterprise brand image, we proposed the research framework based on the Consistency theory, Symmetry theory, Communicative action theory and Authentic leadership theory. In the empirical study part, we conducted three main experiment studies to investigate the relationship of Enterprise leader’s charitable communication and Enterprise brand image. We summarized all the findings and discussed our theoretical contribution and managerial implications in the end of the dissertation.In chapter 1, we presented our objective (relationship of enterprise charitable communication and enterprise brand image) through empirical deducing and case studies. And we pointed our studies’ theoretical contribution, managerial contribution, study objective, study content, study method and dissertation structure.In chapter 2, we investigated theory development of communication. After the analysis and definition of communication, we investigated Consistency theory, Symmetry theory, Communicative action theory and other related communication theory.In chapter 3, we investigated theory development of leadership. We defined enterprise leader based on the integration of entrepreneur and leadership. From management, economics, and sociology viewing angle, we investigated the theory development.In chapter 4, we investigated theory development of charitable. We investigated enterprise leader charitable form motive, effect factor and pattern based on the defined.In chapter 5, we investigated enterprise leader action and brand image. Based on defined of concept and theories, we investigated the relationship of enterprise leader action and brand image.In chapter 6, we investigated enterprise leader charitable communication and brand image. Firstly, we reviewed studies of brand image in marketing communication and discovered some gaps of these studies. Secondly, we pointed the logic relation between them.In chapter 7, we built our research model, presented research hypothesis and research method.In chapter 8, after the theory development part finished, we turned into the empirical part, which covering three relevant experiments each other. Through ANOVA analysis, experiment 1 supported hypothesis 1 and 5 and can not support hypothesis 4. Experiment 2 supported hypothesis 2 and experiment 3 supported 3.In chapter 9, we summarized all the findings and discussed our theoretical contribution and managerial implications in the end of the dissertation.To sum up, based on relevant theories and literatures, we propose a research model of enterprise leader charitable communication and enterprise brand image and test the model through three main experiment studies. The findings extant marketing literatures and provide insightful suggestions for enterprise who want to build brand image better.