品牌资产构建:基于企业社会责任还是企业能力?

Building Brand Equity:Based on Corporate Social Responsibility or Corporate Competence?

本文依据线索利用理论、品牌次级联想理论以及品牌价值链理论等相关理论,以消费者所熟悉的生产快速消费品、耐用消费品和高科技产品的跨国公司为测试对象,探讨了企业社会责任和企业能力两类企业联想对消费者视角和产品市场产出视角的品牌资产的影响。研究结果表明,这两类企业联想都是影响品牌资产的重要因素,并且它们的影响具有普遍性和行业差异性——在快速消费品行业和耐用消费品行业,企业社会责任对品牌资产的影响要大于企业能力的影响;而在高科技行业,企业能力对品牌资产的影响要大于企业社会责任的影响。本研究为企业基于企业社会责任和企业能力提升品牌资产提供了理论依据。

Based on related theories such as clue utilization theory, brand secondary association theory and brand chain theory, this paper regards familiar multi-national corporations producing fastmoving consumer goods, durable consumer goods and high-tech products as the study objects, and discusses the effects of two types of corporate associations, namely corporate social responsibility and corporate competence, on brand equity from the perspectives of consumer and product market output. It shows that the two types of corporate associations are important factors influencing brand equity, and their effects are featured by universality and industry differences, namely in fast-moving and durable consumer goods industries, corporate social responsibility has stronger effect on brand equity than corporate competence, but in high-tech industry, corporate competence has stronger effect on brand equity than corporate social responsibility. This paper provides theoretical basis for the improvement of brand equity in accordance with corporate social responsibility and corporate competence.