企业社会责任行为对消费者品牌评价的影响

发布时间：2019-07-04 21:12

【摘要】：现代企业在追求利润的同时也开始承担企业社会责任(CSR),企业履行不同的CSR方式对消费者品牌评价会带来不同的影响、企业如何结合自身特点、选择适合自己的CSR行为方式实现社会与企业的共赢等问题是现有文献的研究断层。本文通过实验研究,检验了产品相关责任行为、慈善行为、公益实践这三种CSR行为方式对消费者品牌评价的影响。研究发现,CSR行为中产品相关责任行为和慈善行为对消费者品牌评价的提升作用显著,其中产品相关责任行为的影响作用最显著。进一步研究表明,在企业慈善行为中,产品与CSR行为的匹配性对消费者的品牌评价具有调节作用。本文的理论创新点在于,测量了产品相关责任、慈善行为、公益实践三种方式对消费者品牌评价的影响差异,进一步分析了CSR行为与产品的匹配性在善因营销和捐赠行为这两种慈善行为方式中表现出的不同调节作用。研究结论对企业进行CSR决策提供了策略性建议。
[Abstract]:Modern enterprises not only pursue profits, but also begin to bear corporate social responsibility (CSR), enterprises perform different CSR ways will have different effects on consumer brand evaluation. How to combine their own characteristics and choose their own CSR behavior to achieve win-win social and enterprise is the fault of the existing literature. Through experimental research, this paper examines the influence of product-related liability behavior, charitable behavior and public welfare practice on consumer brand evaluation. It is found that product-related responsibility behavior and charity behavior in CSR behavior have a significant effect on consumer brand evaluation, among which product-related responsibility behavior has the most significant effect. Further research shows that the matching of product and CSR behavior plays an important role in adjusting the brand evaluation of consumers in corporate philanthropy. The theoretical innovation of this paper lies in the measurement of the influence of product-related responsibility, charitable behavior and public welfare practice on consumer brand evaluation, and further analyzes the different regulatory effects of CSR behavior and product matching in good cause marketing and donation behavior. The conclusion of the study provides strategic suggestions for enterprises to make CSR decisions.
【作者单位】：西安工业大学经济管理学院;美国密苏里科技大学管理与信息技术系;美国密苏里科技大学商务及信息技术系;
【基金】：国家自然科学基金资助项目(71172133) 陕西省科技厅青年人才项目(2013JQ9006)资助
【分类号】：F713.55;F270

【共引文献】