慈善捐赠行为对企业品牌资产的影响——企业声誉与风险感知的中介效应

Impact of Corporate Philanthropy on Brand Equity——The Mediating Effect of Corporate Reputation and Risk Perception

采用消费者感知视角,设计检验慈善捐赠行为影响企业品牌资产的实验,并运用独立样本T检验和结构方程模型方法检验慈善捐赠行为对企业品牌资产是否存在影响,以及影响的路径。实证检验表明:(1)独立样本T检验发现,在0.05显著性水平下,慈善捐赠行为对企业品牌资产中的感知质量和品牌形象有显著性影响,但对企业品牌资产中的品牌忠诚没有显著性影响;(2)结构方程模型检验证实,慈善捐赠行为直接影响品牌感知质量和品牌形象的同时,还通过企业声誉和风险感知影响品牌感知质量和品牌形象,从而证实企业声誉和风险感知是慈善捐赠行为影响企业品牌资产的中介变量。

This study adopted the viewpoint of consumer＇s perception, designed an experiment to test the impact of corporate philanthropy on brand equity, and tested the impact and the mechanism by dependent T test and SEM model. The empirical study shows that： 1. Dependent T test finds corporate philanthropy has significant impact on perceived quality and brand image, and it has no significant impact on brand loyalty at 0.05 significance level; 2. SEM model test finds that corporate philanthropy has significant impact on perceived quality and brand image directly, and the impact is also exerted by corporate reputation and risk perception indirectly. Therefore, corporate reputation and risk perception are the intermediary variables of the impact of corporate philanthropy on brand equity.