企业社会责任与品牌资产:消费者CSR体验与儒家价值观的作用

发布时间：2018-03-12 11:01

本文选题：企业社会责任　切入点：品牌资产　出处：《南方经济》2013年01期 　论文类型：期刊论文

【摘要】：从企业社会责任的表现,到消费者对企业履行社会责任的感知,再到品牌资产的建立,以及企业因提升品牌资产的需求进而更加积极的承担社会责任是一个复杂的过程。通过对744位有效被访者的问卷调查,证实企业社会责任表现对品牌资产有显著正向影响作用,消费者的CSR体验完全中介了企业社会责任表现与品牌资产中的品牌独特性、品牌联想之间的关系,部分中介了企业社会责任表现与忠诚度、美誉度、支付溢价、满意度、品牌延伸、品牌关系的关系。消费者儒家价值观调节了消费者的企业社会责任体验与品牌资产中的美誉度、支付溢价、品牌独特性、品牌延伸、品牌关系的关系。研究为企业履行社会责任与提升品牌资产提供一个更为清晰的互动关系图谱,为设置基于消费者响应的企业社会责任与品牌资产互动培育机制提供理论支持,对推动营销范式从产品营销向社会营销的发展以及推行更为具体化的善因营销具有一定的理论意义。打造"有情有义"的产品品牌往往成为"责任型"消费者的内在需求,培育企业社会责任与培育"责任型"消费者同样重要。
[Abstract]:From the performance of corporate social responsibility to consumers' perception of corporate social responsibility, to the establishment of brand equity, And it is a complicated process for enterprises to increase the demand of brand equity and to assume social responsibility more actively. Through the questionnaire survey of 744 effective respondents, it is proved that corporate social responsibility performance has a significant positive impact on brand equity. The CSR experience of consumers completely mediates the relationship between corporate social responsibility performance and brand uniqueness in brand equity, brand association, and some mediates corporate social responsibility performance and loyalty, reputation, payment premium, satisfaction, etc. The relationship between brand extension and brand relationship. Consumer Confucian values regulate consumer's corporate social responsibility experience and reputation in brand equity, pay premium, brand uniqueness, brand extension, The relationship of brand relationship. The research provides a clearer interactive relationship map for corporate social responsibility and brand equity promotion, and provides theoretical support for setting up the interactive cultivation mechanism of corporate social responsibility and brand equity based on consumer response. It has certain theoretical significance to promote the development of marketing paradigm from product marketing to social marketing and to carry out more concrete marketing of good cause. Fostering corporate social responsibility is as important as cultivating responsible consumers.
【作者单位】：山东大学管理学院;
【基金】：教育部人文社会科学研究青年项目"企业社会责任与品牌资产互动培育研究--基于消费者响应的理论与实证分析"(12YJC630246) 中国博士后基金项目"企业社会责任对品牌资产的影响研究"(20110491566) 山东大学自主创新研究项目(人文社科类)"企业社会责任与品牌资产培育研究"(IFW12058)的资助
【分类号】：F270

【参考文献】