基于消费者感知视角下企业社会责任对品牌价值的影响研究

发布时间：2018-04-05 12:26

  本文选题：企业社会责任　切入点：品牌价值　出处：《东北农业大学》2016年硕士论文

【摘要】：伴随着经济的不断发展,企业作为市场经济的主体,其生产经营行为越来越受到社会的广泛关注。一直以来,企业将利益最大化作为生产经营的最终目标,但是,随着可持续发展理念的提出,企业社会责任这一概念的不断深入,企业这一市场经济的主体,不能够一味地向社会进行资源的索取,同时也要承担相应的责任。环境的不断恶化、食品安全问题的频发发生,使整个社会逐渐认识到企业履行社会责任的必要性,任何企业在保证自身发展的过程中都要维持经济与社会的协调发展。品牌价值作为企业的无形资产,其所带来的影响作用是不可估计的,它能够使企业在激烈的市场竞争中获取重要的经济地位,它能够保证企业的生产经营持续而不衰退。然而,品牌价值的形成是建立在多种因素的基础上的,产品要想实现品牌价值,就必须获得消费者的认可。消费者对产品最直观的的感受就是产品的质量,一个企业要想使自身的产品取得消费者的信任,就必须向消费者提供满意的产品和服务,以诚信取胜。企业社会责任的履行其中一项重要的要求就是向社会提供满意的产品和服务,同时,企业履行社会责任的重要一项就是履行对消费者的合法权益。鉴于此,本文将以消费者感知作为研究视角,从消费者角度出发研究企业社会责任的履行对品牌价值的重要影响。希望通过研究进一步明确企业社会责任对品牌价值的影响程度,以及存在的影响因素,为企业品牌价值的提升采取针对性措施。本文首先对企业社会责任及品牌价值相关文献进行梳理,找出企业社会责任与品牌价值的关系,进一步明确企业社会责任及品牌价值的内涵,并且提出了利益相关者理论、信号传递理论、可持续发展理论以及品牌价值理论作为本研究的理论基础。将企业认同作为中介变量,通过划分企业社会责任以及品牌价值的维度,构建出企业社会责任对品牌价值影响的理论模型,通过模型的构建提出了相关假设,以问卷调查的形式进行数据的收集与整理,运用SPSS20.0和AMOS17.0统计软件进行数据的分析与处理。通过SPSS20.0软件进行描述性统计分析、信度与效度分析,在保证数据的可用性基础上,采用结构方程模型进行实证检验,进一步验证假设内容的准确性。通过本文的研究,假设检验的得到初步证实,研究结果表明,企业社会责任的履行对于品牌价值的提升具有显著的影响作用。基于此,本文分别从消费者角度、企业社会责任角度和品牌价值角度,分析提升品牌价值的重要对策,希望为企业的可持续经营提供对策建议,同时,为进一步探索企业社会责任的履行以及品牌价值的提升提供新的思路和方法。
[Abstract]:With the development of economy, enterprises, as the main body of market economy, are paying more and more attention to their production and management behavior.For a long time, the enterprise regards the profit maximization as the final goal of production and management. However, with the development of the concept of sustainable development and the deepening of the concept of corporate social responsibility, the enterprise is the main body of the market economy.Cannot blindly carry on the resources request to the society, but also must undertake the corresponding responsibility.With the deterioration of the environment and the frequent occurrence of food safety problems, the whole society gradually realizes the necessity of corporate social responsibility. Any enterprise should maintain the coordinated development of economy and society in the process of ensuring its own development.Brand value, as an intangible asset of an enterprise, has an inestimable impact on it. It can make the enterprise obtain an important economic position in the fierce market competition, and it can ensure the production and operation of the enterprise to continue without declining.However, the formation of brand value is based on a variety of factors. If the product wants to achieve brand value, it must be recognized by consumers.The most intuitive feeling of consumers to products is the quality of products. If an enterprise wants to make its products win the trust of consumers, it must provide satisfied products and services to consumers in order to win credit.One of the important requirements of corporate social responsibility is to provide satisfactory products and services to the society. At the same time, an important part of corporate social responsibility is to fulfill the legitimate rights and interests of consumers.In view of this, this paper will take the consumer perception as the research angle, from the consumer angle to study the corporate social responsibility performance to the brand value important influence.It is hoped that the degree of influence of corporate social responsibility on brand value and the existing factors will be further clarified through the research so as to take targeted measures for the promotion of enterprise brand value.This paper firstly combs the literature on corporate social responsibility and brand value, finds out the relationship between corporate social responsibility and brand value, further clarifies the connotation of corporate social responsibility and brand value, and puts forward the stakeholder theory.Signal transmission theory, sustainable development theory and brand value theory are the theoretical basis of this study.Taking corporate identity as an intermediary variable, the theoretical model of the influence of corporate social responsibility on brand value is constructed by dividing the dimensions of corporate social responsibility and brand value, and the relevant assumptions are put forward through the construction of the model.The data are collected and sorted by questionnaire, and the data are analyzed and processed by SPSS20.0 and AMOS17.0.Through the descriptive statistical analysis, reliability and validity analysis of SPSS20.0 software, on the basis of ensuring the availability of the data, the structural equation model is used to carry out empirical test to further verify the accuracy of the hypothetical content.Through the research of this paper, the hypothesis test has been preliminarily confirmed. The results show that the performance of corporate social responsibility has a significant impact on the promotion of brand value.Based on this, this paper analyzes the important countermeasures to promote brand value from the perspective of consumers, corporate social responsibility and brand value, hoping to provide suggestions for the sustainable management of enterprises, at the same time,To further explore the implementation of corporate social responsibility and brand value to provide new ideas and methods.
【学位授予单位】：东北农业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F270;F273.2
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本文编号：1714755