How Product Harm Recalls Affect Customer Brand Equality and Trust and Customer Perceived Value

摘要

Being capable and doing well as a core strategy are very important for business corporations that desire good products, quality, marketing share and cooperative social responsibility (CSR) .International business has developed with the deepening of globalization, and CSR covers a wide range of discussion. Customers are to awakening the attention of business brand equation, trust and businesses to corporate social responsibility (CSR). This paper applies a SEM structural equation model as the analysis technique for product harm recall impact for brand equity, trust, and customer perceived value correlation. Corporate social responsibility does not play a moderation role between brand equity perceived under the bootstrapping test. There is no correlation between customer trust and perceived value, but customer trust has a positive correlation with corporate social responsibility (CSR).