企业家社会责任行为偏离对品牌形象的影响

Effects of Entrepreneurs' Social Responsibility Behavior Deviation on the Brand Image

以行为偏离和道德意识形态理论为基础,采用实验研究方法,检验了企业家社会责任超规范或低规范行为对品牌形象的影响。结果发现:当企业家履行社会责任超规范或低规范行为时,与现实主义消费者相比,理想主义消费者将给予企业家形象更加显著的正面或负面评价。并且随着企业家和企业品牌间关联度的提高,企业家形象对企业品牌形象的影响也显著提高。

Based on behavior deviation and moral ideology theory, this paper explored the effects of entrepreneurs＇social re- sponsibility over/under-conformity behavior on the brand image. The results show that when entrepreneurs performed social responsibility over/under-conformity behavior, compared to realism consumers, idealism consumers would evaluate more positively negatively on entrepreneurs＇image. And along with increasing of the relevancy between entrepreneurs and the cor- porate brand, the effects of entrepreneurs＇image on the corporate brand image would be enhanced significantly.