企业社会责任对消费者品牌认知的影响——以信息传递方式为调节变量的分析

Impact of Corporate Social Responsibility on Brand Cognition of Consumer: Analysis Considering Moderating Effect of Information Transfer Mode

结合认知心理学,将信息传递方式引入模型,分析企业社会责任的履行对消费者品牌认知的影响。研究结果表明:企业履行环境责任的行为与消费者品牌忠诚的作用关系显著;企业履行社区责任的行为与消费者品牌联想的作用关系显著;企业消费者责任不仅通过影响消费者信任来间接影响质量感知和品牌忠诚,而且对这两个维度具有直接影响;信息传递方式在企业社会责任对消费者信任的作用过程中具有调节效应。

Combining with the cognitive psychology, this paper introduces information transfer mode into the model, and analyzes the impact of corporate social responsibility on consumer＇s brand cognition. The result shows as follows： environmental responsibility impacts brand loyalty positively;community responsibility has directly and positively impacts on brand association;consumer＇s responsibility not only has directly and positively impacts on perceived quality and brand loyalty, but also affects these variable through impacting consumer trust;information transfer mode has a significant moderating effect on the relationship between corporate social responsibility and consumer trust.