企业社会责任对品牌绩效的影响研究

发布时间：2018-10-20 15:43

【摘要】：企业的社会责任观念对企业的发展起着至关重要的作用,而良好的企业声誉又可以提高企业形象,进而提升品牌资产。目前消费者市场领域的品牌资产研究日趋成熟,而工业品品牌资产(B2B市场领域的品牌资产)研究却方兴未艾。本文通过梳理相关的文献,试图通过客户的观点来回答如下问题：企业的社会责任和声誉能够对B2B市场领域的品牌资产产生影响吗?企业的社会责任、声誉和工业品品牌资产能够对企业的品牌绩效产生影响吗?如果产生影响,作用的路径是怎么样的?最后,本研究为我国工业品品牌建设提供理论指导和实践意义。
[Abstract]:The concept of corporate social responsibility plays a vital role in the development of enterprises, and good corporate reputation can improve the corporate image, and then promote brand equity. At present, the research on brand equity in the field of consumer market is maturing day by day, while the research on brand equity of industrial products (brand equity in B2B market) is in the ascendant. By combing the relevant literature, this paper tries to answer the following questions through the customer's point of view: can corporate social responsibility and reputation influence brand equity in B2B market? Can corporate social responsibility, reputation and industrial brand equity have an impact on corporate brand performance? If so, what is the path of action? Finally, this study provides theoretical guidance and practical significance for industrial brand construction in China.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F270;F425

【参考文献】