摘要
从企业社会责任的表现,到消费者对企业履行社会责任的感知,再到品牌资产的建立,以及企业因提升品牌资产的需求进而更加积极地承担社会责任,是一个复杂的过程。通过对744位有效被访者的问卷调查,证实企业社会责任表现对品牌资产有显著正向影响作用,消费者的CSR感知质量完全中介了企业社会责任表现与品牌资产中的品牌独特性、品牌联想之间的关系,部分中介了企业社会责任表现与忠诚度、美誉度、支付溢价、满意度、品牌延伸、品牌关系的关系。研究为企业履行社会责任与品牌资产提升提供了一个更为清晰的互动关系图谱,为设置基于消费者响应的企业社会责任与品牌资产互动培育机制提供了理论支持,对推动营销范式从产品营销向社会营销的发展以及推行更为具体化的善因营销具有一定的理论意义。打造"有情有义"的产品品牌往往成为"责任型"消费者的内在需求,培育企业社会责任与培育"责任型"消费者同样重要,这依赖于政府、企业、社会公众三方的良性动态协同培育过程。
From the performance of corporation social responsibility, to consumer perception of corporation social responsibility, and then to the establishment of brand assets, and to promote the brand enterprise in the asset demand and more positive social responsibility,it is a complicated process.Through questionnaire research by 744 valid respondents, confirmed that corporate social responsibility performance has significantly positive effects on brand assets, consumer perception of CSR completely intermediat the relation between corporate social responsibility performance and brand uniqueness/brand legend, partial intermediat the relation between corporate social responsibility performance and loyalty/reputation/premium/satisfaction/brand extends/brand relationship. This research provide a more clear interaction map of the relationship between corporation social responsibility and brand assets. It has theoretical significance of promoting the marketing paradigm from product marketing to social marketing, and promoting the development of more specific good certain marketing. Creating ＂sentient beings have righteousness＂ product brand often be ＂responsible＂ consumer intrinsic demand, cultivating the social responsibility of the enterprise and cultivating the ＂responsible＂ consumers has the same importance, it depends dynamic collaborative breeding process by the government, enterprises, and the social public.
出处
《深圳大学学报（人文社会科学版）》
CSSCI
北大核心
2012年第6期93-99,共7页
Journal of Shenzhen University：Humanities & Social Sciences
基金
教育部人文社会科学研究青年项目"企业社会责任与品牌资产培育研究--基于消费者响应的理论与实证分析"(12YJC630246)
中国博士后基金项目"企业社会责任对品牌资产的影响研究"(20110491566)
山东大学自主创新研究项目(人文社科类)"企业社会责任与品牌资产互动影响培育研究"(IFW12058)
关键词
企业社会责任
品牌资产
消费者
CSR感知质量
Corporate Social Responsibility
The Brand Assets
Consumer
CSR Perceptions Quality
