摘要
基于情感迁移理论,通过问卷调查法探讨了企业社会责任对消费者品牌评价的影响及其内在机制。研究结果表明,企业社会责任对企业家和消费者品牌评价存在正向影响,企业家代言人在企业社会责任与消费者品牌评价之间起中介作用,企业家政治关联度在企业社会责任与企业家代言人之间起调节作用,即企业家政治关联度越高,企业家代言人的形象就越高,消费者的品牌评价也就越高。
Based on the sentiment transfer theory,this paper explores a questionnaire survey to explore the impact of corporate social responsibility on consumer brand evaluation and its internal mechanism.Result shows that corporate social responsibility has a positive impact on the evaluation of entrepreneurs and consumer brands.Entrepreneurs’ spokespersons play an intermediary role between corporate social responsibility and consumer brand evaluations.The degree of entrepreneurial political connection between corporate social responsibility and entrepreneurs Spokesmen play a regulating role,that is,the higher the degree of entrepreneurial political connection,the higher the image of the entrepreneur’s spokesperson,and the higher the consumer’s brand evaluation.
作者
李江
蒋玉石
王烨娣
刘春
LI Jiang;JIANG Yu-shi;WANG Ye-di;LIU Chun(School of Economics and Management,Southwest Jiaotong University,Chengdu 610031;School of Public Management,University of Electronic Science and Technology of China,Chengdu 611731)
出处
《软科学》
CSSCI
北大核心
2020年第8期19-24,共6页
Soft Science
基金
国家社会科学基金专项(18VSJ057)
成都市科技计划项目(2019-RK00-00017-ZF)。
关键词
企业社会责任
企业家代言人
企业家政治关联度
品牌评价
corporate social responsibility
entrepreneur spokesperson
corporate political connection
brand evaluation
