企业社会责任沟通对品牌态度影响的实证研究

The Empirical Study on the Influence of Corporate Social Responsibility Communication on Brand Attitude

文章以企业社会责任沟通为研究对象,研究沟通中的匹配信息要素对消费者品牌态度的影响,应用联结网络理论、品牌联想理论构建了匹配信息要素对品牌态度影响的作用机制,并通过定量化研究证明了匹配信息对品牌态度的影响存在直接、间接的双路径,同时发现消费者怀疑态度在匹配信息与消费者-企业信任的影响中存在调节作用,并对学术界有关社会责任匹配的矛盾观点给出了一种解释。

This paper studies the impact of fit information in corporate social responsibility communication on attitudes of consumers. By applying the theory of associative network and brand association theory,we construct a mechanism of the influence of fit information elements on brand attitude. Through quantitative analysis,the research shows that there is a direct and indirect dual path between the fit information and brand attitude. At the same time,we found that consumer skepticism plays a mediating role in fit information with consumer-firm trust,and gives an explanation about the academic community contradicting of the social responsibility fit viewpoint.