企业领导者慈善沟通行为与企业品牌形象

发布时间：2018-06-18 20:50

本文选题：企业领导者 + 品牌形象　；参考：《武汉大学》2010年博士论文

【摘要】：随着企业的发展和消费者品牌意识的提升,企业越来越关注企业品牌形象的塑造。与此同时,企业领导者纷纷从幕后走到台前,他们通过各种沟通行为(例如参与慈善活动)塑造着自己形象的同时,也深刻的影响着企业品牌形象。但是目前理论界对于直接探讨企业领导者如何通过慈善沟通行为塑造企业品牌形象的研究鲜有发现。因此,本研究的主题即考察企业领导者慈善沟通行为与企业品牌形象的关系。本论文分为三大部分：绪论、理论发展和实证研究。第1章的绪论主要阐明本研究的理论和现实意义以及研究主题。理论发展包括2、3、4、5、6、7章。本文在对企业领导者慈善沟通行为和企业品牌形象的概念进行界定的基础上,基于平衡理论、对称理论、交往行为理论和真诚领导理论提出本研究的理论框架,即研究企业领导者慈善沟通行为与企业品牌形象的作用机制。在实证研究部分,通过三个实验验证提出的理论框架,并在总结研究发现的基础上阐述本研究的理论贡献和管理意义。第1章,通过理论分析和两个案例提出了所要研究的问题：企业领导者慈善沟通行为与企业品牌形象的关系,并指出了研究的理论意义、现实意义、研究目标、研究内容、研究方法和论文的结构。第2章,探讨了沟通理论的发展。介绍沟通定义之后,重点探讨了平衡理论、对称理论、交往行为理论以及相关的沟通理论。第3章,探讨了企业领导者行为理论的发展。在综合企业家定义和领导定义的基础上界定了企业领导者。随后从管理学、经济学和社会学视角探讨了该理论的发展,并特别探讨了真诚领导理论。第4章,探讨了企业领导者慈善行为理论的发展。在界定企业领导者慈善行为的基础上,从动机、影响因素和方式三方面探讨了企业领导者慈善行为。第5章,探讨了企业领导者行为和形象与品牌形象。在界定企业领导者形象和企业品牌形象的基础上,从现有理论研究入手讨论了企业领导者行为与企业品牌的关系以及企业领导者形象与企业品牌的关系。第6章,探讨了企业领导者慈善沟通行为与品牌形象。首先探讨了现有营销沟通中关于品牌形象的研究,发现其中缺乏对于企业领导者慈善沟通行为的研究,随后探讨了其与品牌形象的逻辑联系。第7章,研究模型构建。在综合前6章的理论探讨基础上,提出了企业领导者慈善沟通行为与企业品牌形象的关系的研究模型,提出了假设,并简单介绍了随后的研究方法。第8章,研究从理论演绎和构建转向实证分析。这一部分包含三个相关联的实验。通过ANOVA分析,实验1验证了企业领导者“先言后行”和“先行后言”的沟通方式与企业领导者形象的关系、慈善行为与企业领导者形象的关系和企业领导者形象与企业品牌形象的关系等相关假设,但是验证没有通过企业领导者沟通方式与企业领导者慈善行为的交互关系。实验2在实验1的基础上验证了企业领导者“先言后行再言”和“先言后行不再言”的沟通方式与企业领导者形象的关系。实验3在实验1的基础上验证了企业领导者“先行后言”和“先行不言”的沟通方式与企业领导者形象的关系。第9章,结论与讨论。总结了研究结论,阐述了理论贡献、研究创新点、管理启示和研究局限,并展望了未来的研究方向。总之,基于相关理论和文献研究,我们提出了企业领导者慈善沟通行为与企业品牌形象的关系的理论框架,并通过三个实验验证了大部分的假设。本研究的发现从一定程度上丰富了现有营销学的文献,并为企业更好的塑造品牌形象提供了建议。
[Abstract]:With the development of enterprises and the promotion of consumer brand awareness, enterprises are paying more and more attention to the molding of brand image of enterprises. At the same time, the leaders of enterprises have moved from behind the scenes to the front of the platform. They also have a profound influence on the brand image of enterprises through various communication behaviors (such as participating in charitable activities). There are few discoveries in the theoretical circle about how the enterprise leaders can create the brand image by charitable communication behavior. Therefore, the topic of this study is to investigate the relationship between the charitable communication behavior of the enterprise leaders and the brand image of the enterprise.
This paper is divided into three parts: introduction, theoretical development and empirical research. The introduction of the first chapter mainly clarifies the theoretical and practical significance of this study and the topic of research. The theoretical development includes the 2,3,4,5,6,7 chapter. Based on the definition of the corporate leader's charitable communication behavior and the concept of enterprise brand image, this paper is based on the balance theory. Symmetry theory, communication behavior theory and sincere leadership theory put forward the theoretical framework of this study, that is, the study of the role mechanism of corporate leader's charitable communication behavior and enterprise brand image. In the empirical research part, the theoretical framework proposed by three experiments is verified and the theoretical contribution of this study is expounded on the basis of the findings of the research. Management meaning.
The first chapter, through theoretical analysis and two cases, put forward the problems to be studied: the relationship between the charitable communication behavior of enterprise leaders and the brand image of the enterprise, and points out the theoretical significance, practical significance, research objectives, research contents, research methods and the structure of the paper.
The second chapter discusses the development of communication theory. After introducing the definition of communication, it focuses on the theory of balance, the theory of symmetry, the theory of communication behavior and the related communication theory.
In the third chapter, the development of enterprise leader behavior theory is discussed. Enterprise leaders are fixed on the basis of the definition of comprehensive entrepreneur and the definition of leadership. Then the development of the theory is discussed from the perspective of management, economics and sociology, and the theory of sincere leadership is particularly discussed.
The fourth chapter discusses the development of the theory of the charitable behavior of the enterprise leaders. On the basis of defining the charitable behavior of the leaders of the enterprise, the charitable behavior of the enterprise leaders is discussed from three aspects of motivation, influencing factors and methods.
The fifth chapter discusses the behavior, image and brand image of the enterprise leader. On the basis of defining the image of the enterprise leader and the enterprise brand, the relationship between the enterprise leader's behavior and the enterprise brand is discussed from the existing theoretical research, and the relationship between the enterprise leader image and the enterprise brand is discussed.
In the sixth chapter, the charitable communication and brand image of the enterprise leaders are discussed. First, the research on the brand image in the existing marketing communication is discussed, and it is found that there is a lack of research on the charitable communication behavior of the enterprise leaders, and then the logical connection with the brand image is discussed.
The seventh chapter, research model construction. On the basis of the theoretical discussion of the first 6 chapters, this paper puts forward the research model of the relationship between the charitable communication behavior of enterprise leaders and the brand image of the enterprise, puts forward the hypothesis, and briefly introduces the following research methods.
The eighth chapter, the research from theoretical deduction and construction to empirical analysis. This part includes three related experiments. Through the ANOVA analysis, the experiment 1 verified the relationship between the communication mode of the enterprise leaders "first word after walk" and "the first post" and the corporate leader image, the relationship between the charitable behavior and the corporate leader image and the enterprise leadership. The relationship between the image of the enterprise and the brand image of the enterprise and other related assumptions, but the verification did not pass the interaction relationship between the enterprise leader's communication and the enterprise leader's charity behavior. Experiment 2 verified the communication mode of the enterprise leader "before saying" and "first saying" and "no longer saying" and the corporate leader image on the basis of Experiment 1. On the basis of Experiment 1, Experiment 3 verified the relationship between the communication mode of enterprise leader "first post" and "first do not say" and the image of the enterprise leader.
The ninth chapter, conclusion and discussion, summarizes the research conclusion, expounds the theoretical contribution, research innovation, management inspiration and research limitations, and looks forward to the future research direction.
In conclusion, based on the related theory and literature research, we put forward the theoretical framework of the relationship between the corporate leader's charitable communication and the brand image of the enterprise, and verified most of the hypotheses through three experiments. The findings of this study enrich the existing marketing literature to a certain extent, and provide a better brand image for the enterprises. A suggestion.
【学位授予单位】：武汉大学
【学位级别】：博士
【学位授予年份】：2010
【分类号】：F272.91

【参考文献】