从消费者期望一致性角度分析服装企业社会责任对品牌资产的影响
发布时间：2019-01-04 12:36
【摘要】：品牌资产是20世纪80年代出现了一个品牌营销方面的的最重要、影响面也非常广的概念。这一概念最早的使用源于一家广告公司。出现后便日益引起营销管理人员和学者的广泛兴趣和关注,并引发了对有关品牌资产的定义、测度及运行机制大量的全面系统研究。随着经济的发展和竞争的加剧，将品牌资产作为一个企业发展的战略资产，可以加强对一个企业核心竞争力的培养，也关系到企业长远利益的达成，以及新的战略发展方案的制定和运作。由此可见，品牌资产已经占据越来越重要的地位。 同时，在全球竞争的当今市场环境下，企业社会责任是公司获得竞争优势的重要途径。全球第一份企业社会责任守则起源于上世纪90年代初期。当时的美国服装制造业发生一起引起全世界人民的极大愤慨的事件。来自美国的一家服装企业在厂房环境非常差的情况下，违法聘用了年少的女工，这件事情很快以迅雷不及掩耳之势被公之于众。在社会人民的愤慨下，这家公司为了挽回企业形象，书写了此份社会责任守则。目前，，中国已然成为世界上数一数二的服装生产国。在当前社会背景下，我国服装企业不仅要履行社会责任而且要能够吸引媒体和公众的关注，从而根据消费者期望一致性影响企业在消费者心中的形象，为企业和品牌带来美誉度与公信度进而对企业的品牌资产构建产生正影响。 本文在中国市场背景下，对中国服装市场做出一些前期调研，结合国内服装行业的实际情况，基于消费者期望一致性，即从消费者的角度研究服装企业社会责任对品牌资产的影响，运用SPSS统计软件对调查问卷结果进行因子分析、相关分析、回归分析、方差分析等，探讨了消费者企业社会责任期望一致性在企业社会责任行为对品牌资产影响中的中介作用。研究结果表明服装企业在对员工、消费者和社会的责任行为对品牌资产的提升有显著作用，而消费者对企业社会责任的期望一致性在这种影响中起到部分中介的作用。最后，本文对企业如何将社会责任与品牌资产相结合，建立和维持强势的品牌资产等提出了相关的建议。
[Abstract]:Brand equity is the most important and influential concept of brand marketing in the 1980s. The earliest use of this concept came from an advertising agency. Since its emergence, it has aroused the widespread interest and attention of marketing managers and scholars, and has led to a large number of comprehensive and systematic studies on the definition, measurement and operation mechanism of brand equity. With the development of economy and the aggravation of competition, taking brand equity as a strategic asset for the development of an enterprise can strengthen the cultivation of the core competitiveness of an enterprise, and it is also related to the achievement of the long-term interests of the enterprise. And the formulation and operation of the new strategic development program. Thus, brand equity has occupied a more and more important position. At the same time, in the global market environment, corporate social responsibility is an important way for companies to gain competitive advantage. The first global code of corporate social responsibility originated in the early 1990 s. At that time, the American clothing manufacturing industry occurred an incident that aroused the indignation of people all over the world. A clothing company from the United States illegally hired young women in a very poor factory environment, which was quickly revealed to the public. Outraged by the public, the company wrote the code of social responsibility in an effort to save the corporate image. At present, China has become one of the world's top garment producers. Under the current social background, Chinese garment enterprises should not only fulfill their social responsibility, but also attract the attention of the media and the public, so as to influence the image of the enterprises in the consumers' hearts according to the consistency of consumers' expectations. Bring reputation and credibility to enterprises and brands, and then have a positive impact on the construction of corporate brand assets. Under the background of China's market, this paper makes some preliminary research on China's clothing market, combining with the actual situation of domestic garment industry, based on the consistency of consumer expectations. That is, from the consumer's point of view, the impact of clothing corporate social responsibility on brand equity, the use of SPSS statistical software to the results of the questionnaire factor analysis, correlation analysis, regression analysis, variance analysis, etc. This paper probes into the intermediary function of the social responsibility expectation consistency of consumer enterprise in the influence of corporate social responsibility behavior on brand equity. The results show that garment enterprises play a significant role in the promotion of brand equity in the behavior of employees, consumers and society, while the consistency of consumer expectations on corporate social responsibility plays a part of the intermediary role in this impact. Finally, this paper puts forward some suggestions on how to combine social responsibility with brand equity, and how to establish and maintain strong brand equity.
【学位授予单位】：武汉纺织大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F273.2;F274;F270;F426.86
本文编号：2400302
[Abstract]:Brand equity is the most important and influential concept of brand marketing in the 1980s. The earliest use of this concept came from an advertising agency. Since its emergence, it has aroused the widespread interest and attention of marketing managers and scholars, and has led to a large number of comprehensive and systematic studies on the definition, measurement and operation mechanism of brand equity. With the development of economy and the aggravation of competition, taking brand equity as a strategic asset for the development of an enterprise can strengthen the cultivation of the core competitiveness of an enterprise, and it is also related to the achievement of the long-term interests of the enterprise. And the formulation and operation of the new strategic development program. Thus, brand equity has occupied a more and more important position. At the same time, in the global market environment, corporate social responsibility is an important way for companies to gain competitive advantage. The first global code of corporate social responsibility originated in the early 1990 s. At that time, the American clothing manufacturing industry occurred an incident that aroused the indignation of people all over the world. A clothing company from the United States illegally hired young women in a very poor factory environment, which was quickly revealed to the public. Outraged by the public, the company wrote the code of social responsibility in an effort to save the corporate image. At present, China has become one of the world's top garment producers. Under the current social background, Chinese garment enterprises should not only fulfill their social responsibility, but also attract the attention of the media and the public, so as to influence the image of the enterprises in the consumers' hearts according to the consistency of consumers' expectations. Bring reputation and credibility to enterprises and brands, and then have a positive impact on the construction of corporate brand assets. Under the background of China's market, this paper makes some preliminary research on China's clothing market, combining with the actual situation of domestic garment industry, based on the consistency of consumer expectations. That is, from the consumer's point of view, the impact of clothing corporate social responsibility on brand equity, the use of SPSS statistical software to the results of the questionnaire factor analysis, correlation analysis, regression analysis, variance analysis, etc. This paper probes into the intermediary function of the social responsibility expectation consistency of consumer enterprise in the influence of corporate social responsibility behavior on brand equity. The results show that garment enterprises play a significant role in the promotion of brand equity in the behavior of employees, consumers and society, while the consistency of consumer expectations on corporate social responsibility plays a part of the intermediary role in this impact. Finally, this paper puts forward some suggestions on how to combine social responsibility with brand equity, and how to establish and maintain strong brand equity.
【学位授予单位】：武汉纺织大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F273.2;F274;F270;F426.86
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