企业社会责任行为对消费者品牌评价的影响

The Impact of Corporate Social Responsibility Activities on Brand Evaluation

现代企业在追求利润的同时也开始承担企业社会责任(CSR),企业履行不同的CSR方式对消费者品牌评价会带来不同的影响、企业如何结合自身特点、选择适合自己的CSR行为方式实现社会与企业的共赢等问题是现有文献的研究断层。本文通过实验研究,检验了产品相关责任行为、慈善行为、公益实践这三种CSR行为方式对消费者品牌评价的影响。研究发现,CSR行为中产品相关责任行为和慈善行为对消费者品牌评价的提升作用显著,其中产品相关责任行为的影响作用最显著。进一步研究表明,在企业慈善行为中,产品与CSR行为的匹配性对消费者的品牌评价具有调节作用。本文的理论创新点在于,测量了产品相关责任、慈善行为、公益实践三种方式对消费者品牌评价的影响差异,进一步分析了CSR行为与产品的匹配性在善因营销和捐赠行为这两种慈善行为方式中表现出的不同调节作用。研究结论对企业进行CSR决策提供了策略性建议。

Non-profit corporate social responsibility has to be taken by modern enterprises in the pursuit of profit. Different activities of corporate social responsibility will lead to different brand evaluations from customers. Therefore, it is necessary to study how to choose proper corporate social responsibility activity to realize the win-win between the corporate and society. First, the impact of products responsibility, philanthropy and business practices on brand evaluations are investigated experimentally. It shows that products responsibility and philanthropy in CSR activities can promote brand evaluations significantly. Especially, the products responsibility is the most significantly, but among all of these three activities, the business practices have little inf luence on customer brand evaluation. Second, the experiment is designed to study the moderating role of the fit between the CSR activity and the product. It indicates that cause-marketing and donate have different moderating roles. There are two theory innovation points in this paper. Firstly, three kinds of corporate social responsibility activities are studied, they are products responsibility, philanthropy and business practices, all of these activities have different effects to the customer brand evaluation, so the conclusion supports evidence on selecting the suitable corporate social responsibility activity to company. Secondly, the moderating role of the fit between the CSR activity and the product is analyzed in philanthropy, there are two kinds of philanthropy activity, one is cause-marketing, another is donate, we find that the moderating role of the fit between caused-marketing activity and the product is significant, but the moderating role of the fit between donate activity and the product is not significant. The studies here provide useful suggestions on how to make decision about corporate social responsibility, the suitable corporate social responsibility activity can improve the customer brand evaluation. So, the suggestions can help the company to obtain marketing performance through the corporate social responsibility activity.