企业社会责任对品牌个性的影响研究

Research on the Influence of Corporate Social Responsibility on Brand Personality

随着我国综合国力的提升,市场经济得以迅速发展,但在企业不断的发展中,仅仅以经济收益为核心目标的价值观念受到了公众的挑战。同时公众消费呈现越来越个性化特点,使得企业品牌个性在企业各项能力中占据重要地位。进行实证研究指出企业社会责任影响品牌个性,检验了品牌态度在企业社会责任对品牌个性影响中中介作用显著。

With the improvement of China′s comprehensive national strength,the market economy developed rapidly,but in the development of enterprises to continuously,just to economic benefits as the core value idea by public challenges.At the same time,the public consumption more and more personalized,the corporate brand personality plays an important role in the ability of the enterprise.The empirical research points out that corporate social responsibility affects brand personality,and tests the influence of brand attitude on corporate social responsibility on brand personality.