CSR战略和传播渠道对品牌信任的影响研究

发布时间：2018-01-21 13:36

本文关键词： 企业社会责任战略品牌信任企业社会责任沟通归因　出处：《华东经济管理》2014年11期 　论文类型：期刊论文

【摘要】：随着企业社会责任内涵的持续变化,企业在承担社会责任的方式上有了新的发展思路,同时,企业也认识到了社会责任信息传播的重要性。基于文献回顾,文章研究企业承担企业社会责任不同方式及企业社会责任传播方式对品牌信任的影响机制,根据企业承担企业社会责任是否与自身的核心业务结合起来分为战略型企业社会责任和反应型企业社会责任,根据传播方式是否是公司可控的将企业社会责任信息传播方式分为内在传播方式和外在传播方式。并引入社会驱动归因和自利驱动归因作为中介变量,探讨企业社会责任战略、企业社会责任传播方式对归因及品牌信任的影响。
[Abstract]:With the continuous change of the connotation of corporate social responsibility, enterprises have a new way of developing social responsibility. At the same time, enterprises also realize the importance of social responsibility information dissemination. Based on literature review. This paper studies the different ways of corporate social responsibility and the influence mechanism of corporate social responsibility communication on brand trust. According to whether the corporate social responsibility is combined with its core business, it can be divided into strategic corporate social responsibility and reactive corporate social responsibility. According to whether the communication mode is controlled by the company, the communication mode of corporate social responsibility information can be divided into internal communication mode and external communication mode, and the introduction of social driven attribution and self-interest driven attribution as intermediary variables. This paper discusses the influence of corporate social responsibility strategy, corporate social responsibility communication mode on attribution and brand trust.
【作者单位】：广东财经大学财税学院;中山大学管理学院;麦吉尔大学;
【基金】：国家自然科学基金项目(71372153;71072173) 教育部人文社会科学规划基金项目(13YJA630147) 国家留学基金委基金项目(201208440160)
【分类号】：F270;F273.2
【正文快照】： 一、引言在激烈的竞争环境下,越来越多的企业将履行社会责任作为新的差异点来源(Du,BhattacharyaSen,2011)[1]。然而在商业实践中,由于对企业社会责任的理解和认识不同,每个公司承担企业社会责任的方式不尽相同。但随着企业社会责任的持续发展,它在企业中的地位将从战术性/边

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