慈善捐赠、广告营销与企业绩效——基于消费者认知视角的分析

发布时间：2018-05-14 17:58

本文选题：广告营销 + 销售增长　；参考：《软科学》2015年08期

【摘要】：基于消费者认知视角和权变管理思想,利用我国上市公司数据实证分析慈善捐赠对广告营销与企业绩效之间关系的调节效应以及企业善待员工状况在这一过程中所发挥的深层调节影响。研究发现,慈善捐赠向消费者发出声誉信号,有助于提升广告营销投入的市场效果,慈善捐赠水平越高,广告营销促进企业销售增长的作用越强;然而企业善待员工水平较低时容易引起消费者对企业慈善动机真诚性的质疑,不利于捐赠行为增加积极的声誉资本,从而将削弱慈善捐赠对广告营销与销售增长之间关系的正向调节效应。
[Abstract]:Based on the perspective of consumer cognition and contingency management, Based on the data of listed companies in China, the paper analyzes the adjustment effect of charitable donation on the relationship between advertising marketing and enterprise performance, and the deep adjustment effect of the state of good treatment to employees in the process. The research finds that charitable donation sends reputation signals to consumers, which helps to improve the market effect of advertising marketing investment. The higher the level of charitable donation, the stronger the role of advertising marketing to promote the growth of enterprise sales. However, when the level of kindness to employees is low, it is easy to cause consumers to question the sincerity of corporate charitable motives, which is not conducive to increasing positive reputation capital. This will weaken the positive adjustment effect of charitable donation on the relationship between advertising marketing and sales growth.
【作者单位】：南京大学商学院;
【基金】：国家自然科学基金项目(71272108、71072038) 江苏省普通高校博士研究生科研创新计划资助项目(KYLX_0004)
【分类号】：F274

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