企业社会责任行为偏离对品牌形象的影响——基于品牌来源国的调节作用

Effects of Corporate Social Responsibility Behavior Deviant on Brand Image——The Moderation of Brand Origin Country

结合社会规范理论,提出CSR行为偏离概念,并将其划分为超规范行为和低规范行为。从本土消费者视角,采用实验方法,研究不同来源国CSR行为偏离对品牌形象的影响过程和机制。结果发现:在消费者情感和认知反应两个方面,CSR超/低规范行为均存在利弊的两面性;并且在对品牌形象评价过程中,情感胜于认知,起着主导作用。而品牌来源国在CSR行为偏离-消费者情感和认知反应-品牌形象的评价过程中,起着显著的调节作用。

Combining with social norms theory , this paper put forward the concept of CSR behavior deviation , and be divided into over/under-conformity behavior .From local consumers＇perspective , adopting the experiment method , researched the in-fluence process and mechanism of corporate which from different countries social responsibility behavior deviation on brand image.The results show that in the two aspects of consumer emotion and cognitive responses , CSR over/under-conformity behavior exist pros and cons .In the evaluation process on brand image , the emotion is better than cognitive , plays a leading role.Brand origin country played a significant moderation role in CSR behavior deviation -consumer emotions and cognitive responses-brand image evaluation process .