企业社会责任对品牌资产的影响:消费者期望与动机的作用

The Effect of Corporate Social Responsibility on Brand Assets:Expectation and Motivation of Consumers

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的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期望一致性部分中介了企业社会责任表现与品牌资产的关系。消费者的企业社会责任感知利他动机调节了企业社会责任期望一致性与品牌资产的关系,消费者的企业社会责任感知利己动机并未调节企业社会责任期望一致性与品牌资产的关系。消费者的责任消费驱动下,企业践行社会责任不再只是成本和约束,而是机会、核心能力和竞争优势的来源。责任型企业的培育与责任型消费者的培养同等重要。

The process from the performance of corporate social responsibility, to consumer per- ception of the realization of corporate social responsibility, then to the establishment of brand assets, and to the undertaking of more active social responsibilities by enterprises for the demand of promot- ing the brand assets is a complicated one. Through questionnaire investigation of 744 valid respon- dents, it is confirmed that the performance of corporate social responsibility has significant positive ef- fects on brand assets. The CSR expectation consistency of consumers partially intermediates the rela- tion between the performance of corporate social responsibility and brand assets. Consumer perception of corporate social responsibility altruistic motivation can adjust the relationship between corporate so- cial responsibility expectation consistency and brand assets, while consumer perception of corporate so- cial responsibility self-regard motivation cannot adjust the relationship between corporate social respon- sibility expectation consistency and brand assets. Being driven by the responsibility consumption of consumers, the practice of social responsibility by enterprises is no longer only cost and constraint, rather the opportunity, core competence and the sources of competitive advantage. Both the cultivation of responsible enterprises and the cultivation of responsible consumers are equally important.