The Study Of The Performance Of Corporate Donation From The Perspective Of Brand Equity

Corporate donation is a main part of corporate social responsibiilty. Corporate donation programs can not only create social benefits but also bring back many economic interests to the company. But the performance of corporate donation depends on consumer response, including raise to brand awareness, establish, strengthen, or change brand and corporate image, toincrease products sales and then influence on brand equity. As a result, this study is to explore the performance of corporate donation from the perspective of brand equity, brand equity is regarded as measurement index, which provides direct economic motives for corporate donation. At the same time, the study analyses of information processing of consumer to corporate donation, summarizes the effective characteristics of corporate donation, and provides a theoretical and empirical support for planning corporate donation strategically.This thesis obtained research datum by questionnaires, The datum was analyzed with descriptive statistics, reliability analysis, validity analysis, analysis of variance and structural equation modeling. The principal findings of this research are as follows: when consumers hold favorable attitudes toward the giving firms, the giving event and the perception of giving-event fit, the corporate donation can bring positive effect on brand equity, including raise to brand awareness and brand uniqueness, strengthen perceived brand quality and perceived brand value for the cost and increase products sales. Corporate donation is a new effective promotion tool. However, the corporate must express their sincerity of donating, not on the basis of business benefits. Considering those factors, the corporate donation will have more significantly effects on economic interests of company and brand equity.