政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/103460

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政大典藏 > Journals of NCCU > The Journal of Advertising & Public Relations > Journal Articles > Item 140.119/103460

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Title:	企業社會責任導向之公關策略對組織－－公眾關係之影響
Other Titles:	The Impact of Corporate Social Responsibility Oriented Public Relations Strategy on Organization-public Relationships
Authors:	劉正道 Liu, Cheng-Tao
Keywords:	公關策略;企業社會責任;組織－公眾關係 public relations strategy;corporate social responsibility;organization-public relationships
Date:	2012-01
Issue Date:	2016-11-07 15:44:52 (UTC+8)
Abstract:	本研究試圖建構企業社會責任導向之公關策略，並檢視此一策略對組織─公眾關係的影響。根據隨機抽樣電訪二百八十八位新五都民眾之看法，顯示擬訂企業社會責任導向之公關策略，雖可從「自發導向」、「道德導向」及「經濟導向」等方向來加以考量，但依其重要性之排序，分別為「自發導向」及「道德導向」之公關策略會對組織─公眾關係造成影響。 This study attempts to construct corporate social responsibility (CSR) oriented public relations strategies and examine the impacts of such strategies on organization-public relationships. By randomly surveying 288 residents of five major cities in Taiwan via CATI, the results indicated although constructing CSR-oriented public relations strategies can consider discretionary-based, ethical-based and economic-based directions, but in terms of its importance in sequence, only discretionary-based and ethicalbased public relations strategies can influence organization-public relationships.
Relation:	廣告學研究, 37, 53-78
Data Type:	article
Appears in Collections:	[The Journal of Advertising & Public Relations ] Journal Articles

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