摘要
近年来,企业社会责任(CSR)已成为品牌意义重塑的新兴逻辑,但现有文献相互矛盾,且缺乏纵向演进的过程分析。本研究以东阿阿胶为研究对象,采用探索性案例研究方法,探讨CSR视阈下的品牌意义重塑过程。CSR视阈下的品牌意义重塑过程包括CSR消退的品牌意义浑浊期、CSR再生的品牌意义归核期、CSR嵌入的品牌意义升维期和CSR异化的品牌意义冲突期四个阶段。CSR消退会引发品牌意义模糊,CSR异化则会导致品牌意义冲突,均不利于品牌意义重塑。CSR再生会引发品牌意义归核,CSR嵌入则会形成多核品牌意义,均有利于品牌意义重塑。本研究调和了现有理论的冲突,揭示了CSR视阈下品牌意义重塑的过程"黑箱",为企业实施品牌意义重塑提供了理论启示和案例借鉴。
In recent years,corporate social responsibility(CSR)has become an emerging logic of brand meaning reconstruction.However,most of the existing researches are mainly based on quantitative empirical research,which not only leads to contradictory understanding of the relationship between CSR and brand meaning reconstruction,but also fails to reveal the complex relationship between them from the perspective of the process of vertical evolution.To solve this issue,this study takes Dong’e Ejiao as the research object and employs exploratory case study method to explore the process of brand meaning reconstruction under the view of CSR from the dynamic perspective of vertical evolution.It is found that the process of brand meaning reconstruction under the view of CSR consists of four key subprocesses:the chaotic period of brand meaning with CSR recession,the return period of brand meaning with CSR reversion,the dimensional expansion period of brand meaning with CSR embedding and the conflictive period of brand meaning with CSR deviation.CSR recession leads to vague brand meaning,CSR deviation leads to conflictive brand meaning,and both of them are not conducive to the brand meaning reconstruction.CSR reversion leads to brand meaning refocusing,CSR embedding leads to multi-dimensional brand meaning,and both of them are conducive to brand meaning reconstruction.The research finding reconciles the existing theoretical conflicts,reveals the black box of brand meaning reconstruction process under the view of CSR,describes the complex mechanism in the process,and provides theoretical implications and case reference for enterprises to implement brand meaning reconstruction.
作者
王雪冬
孟佳佳
陈晓宇
Wang Xuedong;Meng Jiajia;Chen Xiaoyu(School of Shipping Economics and Management,Dalian Maritime University,Dalian 116026;Xinhua International Business School,Liaoning University,Shenyang 110036)
出处
《管理评论》
CSSCI
北大核心
2021年第2期323-337,共15页
Management Review
基金
教育部人文社会科学基金项目(20YJCZH167)
中国博士后基金项目(2018M631827)
关键词
品牌意义
企业社会责任
东阿阿胶
案例研究
brand meaning
corporate social responsibility
Dong’e Ejiao
case study
