企業社會責任現被視為時下最被重要的公共議題之一，企業為了永續發展，除了追求經營績效以及盈餘成長之外，企業社會責任也是經營管理者的重要事項。而本研究以金融保險業的角度去切入，探討企業社會責任、品牌形象以及組織認同之間的關聯性。在確定研究動機以及目標方向後，對國內外研究文獻加以歸納整理，並根據其理論建構假說架構。本研究主要填寫人員為金融保險業，並針對回收有效樣本，進行信度分析、效度分析、構面描述性分析、皮爾森相關性分析以及線性回歸分析，最後根據實證結果提出主要研究結論如下：
一、企業社會責任顯著正向影響品牌形象。
二、品牌形象顯著正向影響組織認同。
三、組織認同顯著正向影響企業社會責任。

Corporate social responsibility is regarded as one of the most important public issues at present. In addition to pursuing business performance and earnings growth, corporate social responsibility is also an important issue for business managers. This study cuts through the perspective of the financial and insurance industry and explores the relationship among corporate social responsibility, brand image and organizational identity. After determining the research motivation and target direction, the domestic and foreign research literatures are summarized and the hypothesis structure is constructed according to its theory. This study mainly fills in the personnel of the financial insurance industry, and carries out reliability analysis, validity analysis, facet descriptive analysis, Pearson correlation analysis and linear regression analysis for the recovery of valid samples. Finally, the main research conclusions based on the empirical results are as follows:
1. Corporation social responsibility has positive influence on brand image.
2.Brand image has positive influence on organizational identification.
3. Organizational identification has positive influence on corporation social responsibility.

目錄
摘要 I
ABSTRACT II
表目錄 V
圖目錄 VI

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 2
第二章 文獻探討 4
第一節 企業社會責任 4
第二節 品牌形象 9
第三節 組織認同 12
第四節 研究變項之關聯 16
第三章 研究方法 17
第一節 研究架構 17
第二節 研究假設 18
第三節 研究變數定義與衡量 18
第四章 資料分析與實證結果 22
第一節 樣本特性分析 22
第二節 信效度分析 25
第三節 構面描述性分析 29
第四節 皮爾森相關性分析 32
第五節 線性迴歸分析 32
第五章 結論與建議 35
第一節 研究結論 35
第二節 管理意涵與建議 36
第三節 研究限制 37
第四節 後續研究建議 37
參考文獻 38
中文文獻 38
英文文獻 39
網路資源 45
 
表目錄
表2-1 遠見雜誌名人語錄〈全球11位領袖精英 教你實踐CSR！〉7
表3-1 企業社會責任各項構面衡量問項 19
表3-2 品牌形象各項構面衡量問項 20
表3-3 組織認同各項構面衡量問項 21
表4-1 樣本基本特性分析表 23
表4-2 品牌形象量表之問項及信度分析 25
表4-3 品牌形象量表之問項及信度分析 26
表4-4 組織認同量表之問項及信度分析 28
表4-5各研究變項之描述性統計分析 29
表4-6企業社會責任各研究變項之描述性統計分析 30
表4-7品牌形象各研究變項之描述性統計分析 30
表4-8組織認同各研究變項之描述性統計分析 31
表4-9 皮爾森相關分析表 32
表4-10 迴歸分析表 33
表5-1 研究結論 35

圖目錄
圖1-1 研究流程圖 3
圖3-1 研究流程圖 17

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網路資源
1. 企業永續發展委員會https://www.wbcsd.org/
2. 遠見雜誌《全球11位領袖精英 教你實踐CSR！》https://www.gvm.com.tw/article.html?id=39487
3. 國際勞工組織(2013)，CSR，About the ILO，http://www.ilo.org/ipec/Action/CSR/lang--en/index.htm[2009, Nov19 ]
4. 公開資訊觀測站(2012)，電子書，財務報告書，
http://mops.twse.com.tw/mops/web/t57sb01_q1[2010,Jun 30]