食品企业不同CSR对丑闻品牌形象的救赎效应比较研究

A comparative study on the redemption effect of different CSR on scandal brand image in food industry

近些年我国食品安全问题屡屡出现,这引发学者和公众对企业的社会责任(CSR)的质疑。实践中,企业的确开展各种CSR行为以期救赎品牌而获得新生。但针对不同利益相关者的CSR行为是否都能实现预期救赎目标,以及效果有无差异性,这是当前CSR和品牌危机管理的研究前沿。通过实验法研究发现:第一,企业通过消费者责任、环境责任、员工责任、社区公益责任与组合式责任这五大CSR行为策略均能获得消费者宽恕、重建品牌形象与品牌关系再续意愿的三大救赎目标,然而却无法重建品牌信任。第二,不同CSR行为对消费者宽恕、品牌关系再续意愿的救赎效果并无显著性差异,但对品牌形象而言,组合责任效果最优,而社区公益责任效果最不理想。以上发现表明,企业在丑闻之后实施的不同CSR行为尽管能够作为摆脱丑闻泥淖的有效危机应对策略,但是,基于战略与长期视角,将CSR内化为企业价值观,创造共享价值,才是实现企业基业长青与解决食品安全问题的根本出路。

In recent years, China＇s food safety problems are not rare, which led to the questioning from scholars and the public about the corporate social responsibility （CSR）. In practice, enterprises complemented a variety of CSR behaviors in order to redeem the brand to get a new life. However, whether the CSR behavior for different stakeholders can achieve the expected goal of redemption or not and whether the effect makes difference or not are the current research of CSR and brand crisis management. Through experimental methods, this article get findings： （1） If enterprises＂ goals of getting consumers forgiveness, rebuilding the brand image and restoring brand relationship through the five CSR behavior tactics of the consumer responsibility, environmental responsibility, employee responsibility, community responsibility and com- bined responsibility are achieved. However, brand trust cannot be rebuilt; （2） There is no significant difference in the re- demption effect from different CSR behaviors on consumerff forgiveness and brand relationship, but in terms of brand im- age, the best effect is from combined responsibility, and the worst one is from community public welfare responsibility. These findings show that different CSR behavior can help company jump out of scandal mire, while, from the strategic perspective in the long run, to internalize the CSR as the enterprise value, and creating shared value are the fundamental way to achieve the everlasting development and solve the problem of food safety.