本研究主要探討當企業面臨負面品牌形象時，透過執行企業社會責任的策略是否能降低品牌仇恨引起的傷害，本研究以台灣某大型BOT案的負面形象為例，透過網路問卷發放，蒐集來自全台社會大眾，共回收430份之有效樣本，最後以SPSS及結構方程模型進行分析並驗證假設。

本研究結果如下：(1)品牌仇恨會由厭惡情緒、憤怒情緒及輕視情緒三種指標構成。(2)企業社會責任知曉度不會調節品牌仇恨與品牌迴避關係。(3)企業社會責任知曉度不會調節品牌仇恨與負面口碑關係。(4)企業社會責任知曉度對品牌仇恨與品牌報復產生正向調節效果。經結果發現，在品牌仇恨前提下，若積極公開企業社會責任報告書，反而會加深社會大眾對品牌的仇恨。

This research aims to study whether companies can reduce the damage caused by brand hate by implementing corporate social responsibility strategies when companies face negative brand images. This study takes the negative image of a well-known BOT case in Taiwan as an example, taking the people of Taiwan as the subjects of the survey, a total of 430 valid questionnaires were collected through online questionnaire surveys. Finally, the research analysis uses SPSS and SEM to analyze and verify the hypothesis.

The findings are as follows: (1) Brand hate can be formed by disgust, anger and contempt. (2) The awareness of corporate social responsibility does not moderate the relationship between brand hate and brand avoidance. (3) The awareness of corporate social responsibility does not moderate the relationship between brand hate and negative WOM. (4) The awareness of corporate social responsibility has a positive regulatory effect on brand hate and brand retaliation.

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