社会责任背景下企业联想对品牌态度的内化机制研究——基于互惠与认同视角下的理论构建及实证

发布时间：2018-10-17 13:28

【摘要】：文章在企业社会责任背景下,借助社会认同理论和互惠理论,基于企业-消费者关系质量中各变量的不同类型,对消费者企业联想影响其品牌态度产生的多维内化机制进行深入分析和研究,并据此重构解释消费者对企业社会责任行为产生不同品牌态度的理论模型。利用多元回归模型以及多元得尔塔方法对本研究理论假设进行实证分析后发现:其一,消费者联想正向影响消费者品牌态度。其二,消费者企业联想正向影响企业-消费者关系质量。其三,企业-消费者关系质量对企业联想与消费者品牌态度之间的关系具有中介作用。其四,企业社会责任-企业能力信念对企业联想与企业-消费者关系质量的关系具有调节作用。其五,消费者-企业认同对企业联想与企业-消费者关系质量的关系具有部分调节作用。其六,认知内化路径决定消费者最终品牌态度的形成。此外,本研究对于解释企业社会责任"迷思"具有一定的理论贡献。
[Abstract]:Under the background of corporate social responsibility (CSR), with the help of the theory of social identity and reciprocity, this paper bases on the different types of variables in the quality of enterprise-consumer relationship. This paper analyzes and studies the multi-dimensional internalization mechanism of consumer enterprise association which influences its brand attitude, and reconstructs the theoretical model to explain the different brand attitude of consumer towards corporate social responsibility behavior. By using multivariate regression model and multivariate Delta method, it is found that: first, consumer association positively affects consumer brand attitude. Second, consumer association positively affects the quality of enterprise-consumer relationship. Thirdly, the quality of enterprise-consumer relationship plays an intermediary role in the relationship between enterprise association and consumer brand attitude. Fourth, corporate social responsibility-enterprise competence belief has a moderating effect on the relationship between enterprise association and enterprise-consumer relationship quality. Fifth, consumer-business identity has a partial role in regulating the relationship between enterprise association and enterprise-consumer relationship quality. Sixth, cognitive internalization path determines the formation of the final brand attitude of consumers. In addition, this study has a certain theoretical contribution to explain corporate social responsibility myth.
【作者单位】：中国人民大学商学院;中国人民公安大学公安管理学院;
【基金】：国家自然科学基金资助项目(71272153)
【分类号】：F273.2

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