企业社会责任与品牌影响力关系的实证研究

通过对品牌形象、品牌资产的理论分析,从消费者视角重构了品牌影响力的概念及维度,并基于612个汽车消费者样本,利用结构方程模型和层级回归方法,对企业社会责任(CSR)与品牌影响力的关系进行研究。结果显示,CSR承诺、CSR水平、CSR时间选择可以显著地提高品牌影响力,而CSR关联度对品牌影响力的作用却相反。且消费者的企业社会责任——企业能力信念对CSR与品牌影响力的关系有微弱的调节效应。最后,提出了相应的管理建议。

Empirical Study on the Relationship between Corporate Social Responsibility and Brand Impact

This study reconstructs the concept and dimensions of brand influence through analyzing band image and brand equity from consumer perspective.Then based on 612 samples of automobile consumers,this study investigates the relationship between corporate social responsibility(CSR) and brand influence by using structural equation modeling and hierarchical regression methods.The results indicate that the commitment of CSR,level of CSR,and timing of CSR can significantly increase brand influence,but the association of CSR opposite,that consumers’ corporate social responsibility-corporate ability(CA) beliefs has weak moderating effect on the relationship between CSR and brand influence.At last,Managerial implications are presented along with avenues for further research.