社会责任匹配性对消费者品牌态度影响研究

Study on the Impact of Corporate Social Responsibility Fit to Consumers' Brand Attitude

引入"消费者—企业认同"为中介变量,行业属性和社会事业熟悉度为调节变量,从功能匹配和形象匹配视角研究企业社会责任(CSR)匹配性对消费者品牌态度的影响,研究发现:在匹配类型对消费者品牌态度影响中,"消费者—企业认同"起部分中介作用;相对于形象匹配,功能匹配对"消费者—企业认同"和品牌态度的影响更显著;行业属性在路径中具有明显调节作用,且耐用消费品行业中,功能匹配型CSR活动更有效;快速消费品行业中,形象匹配型CSR活动更有效;社会事业熟悉度在路径中调节作用不显著,但高熟悉度情境下更易引发"消费者—企业认同"。

Considering corporate social responsibility fit as the independent variable, this paper introduces consumers - cor- porate identity as mediating variable, use industry attribute and the familiarity of the cause as regulating variable, study the impact on consumers＇ brand attitude from the perspective of function matching and image matching. It finds that consumers -corporate identity play an intermediate role between the corporate social responsibility and consumers＇ brand attitudes; Function matching is more significant than image match in the impact on consumers-corporate identity and brand attitude; Industry attributes have clear regulation in the path, and in the durable consumer goods industry, function matching is more significant; While in fast -moving consumer goods industry, the image matching is more significant; The consumers＇ famil- iarity of the cause is not significant in the path, but high familiarity are more likely to produce consumers＇corporate identity.