丑闻后慈善捐助匹配度对品牌形象的修复机理——利他性动机认知的中介作用与感知质量的调节作用

发布时间：2018-03-26 10:08

  本文选题：品牌丑闻　切入点：慈善捐助匹配度　出处：《商业经济与管理》2014年09期

【摘要】：近年来品牌丑闻频发,其带来的负面影响仅通过短期应对策略无法消除,因为丑闻的根源是社会责任缺失所致,因此从社会责任视角修复丑闻品牌形象已成为现实问题和理论问题。文章基于归因理论,运用实验法探究丑闻后慈善捐助对品牌形象的修复机理。研究结果显示:品牌丑闻发生后慈善捐助确实对品牌形象具有修复作用;慈善捐助的匹配度越高,对品牌形象的修复效果越好;另外消费者对慈善捐助活动的利他性动机认知起中介作用,消费者对丑闻后品牌质量的感知起正向调节作用。
[Abstract]:Brand scandals have occurred frequently in recent years, and their negative impact can not be eliminated only through short-term coping strategies, because the root cause of the scandal is the lack of social responsibility. Therefore, repairing scandal brand image from the perspective of social responsibility has become a practical and theoretical problem. The experimental method is used to explore the restoration mechanism of charity donation to brand image after scandal. The results show that charitable donation does repair the brand image after the scandal, the higher the matching degree of charitable donation, the higher the match between charitable donation and brand image. In addition, consumers' cognition of altruistic motivation of charitable donation plays an intermediary role, and consumers' perception of brand quality after scandal plays a positive role in regulating brand quality.
【作者单位】： 四川大学商学院;河南理工大学经济管理学院;成都中医药大学管理学院;
【基金】：国家自然科学基金面上项目“企业社会责任行为对丑闻品牌形象的修复机理及策略体系研究”(71372189)
【分类号】：F274
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本文编号：1667443