企业社会责任与品牌价值关系——基于利益相关者理论的研究

Corporate Social Responsibility and Brand Equity: the Research Based on Stakeholder Theory

本文从利益相关者理论视角研究企业社会责任影响企业品牌价值的作用路径,以及品牌价值对企业社会责任的影响。企业社会责任影响利益相关者对品牌价值的资源提供以及内外部优势构建,并分析了作用的两个路径,而企业品牌价值为企业社会责任的实施提供资源与能力,企业社会责任与品牌价值之间呈现循环作用。并对如何通过管理企业社会责任增加品牌价值提出一些建议。

This paper studies the relationship between corporate social responsibility and brand equity based on stakeholder theory. Corporate social responsibility affects brand equity through two ways, by provision of resources and construction of internal and external advantages. Brand equity provides resources and capability for corporate social responsibility. There is cyclic action between them. It makes some suggestions about managing corporate social responsibility.